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Managing brand equity : capitalizing on the value of a brand name

Author: David A Aaker
Publisher: New York : Free Press ; Toronto : Maxwell Macmillan Canada ; New York : Maxwell Macmillan International, ©1991.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
"The most important assets of any business are intangible: its company name, brands, symbols, and slogans, and their underlying associations, perceived quality, name awareness, customer base, and proprietary resources such as patents, trademarks, and channel relationships. These assets, which comprise brand equity, are a primary source of competitive advantage and future earnings, contends David Aaker, a national  Read more...
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Additional Physical Format: Online version:
Aaker, David A.
Managing brand equity.
New York : Free Press ; Toronto : Maxwell Macmillan Canada ; New York : Maxwell Macmillan International, ©1991
(OCoLC)647102224
Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: David A Aaker
ISBN: 0029001013 9780029001011
OCLC Number: 23180129
Description: xiii, 299 pages : illustrations ; 24 cm
Contents: What Is Brand Equity? --
The Ivory Story --
The Role of Brands --
Brand-Building Neglect --
The Role of Assets and Skills --
What Is Brand Equity? --
What Is the Value of a Brand? --
Brand Value Based upon Future Earnings --
Issues in Managing Brand Equity --
The Plan of the Book --
Brand Loyalty --
The Micro Pro Story --
Brand Loyalty --
Measuring Brand Loyalty --
The Strategic Value of Brand Loyalty --
Maintaining and Enhancing Loyalty --
Selling Old Customers Instead of New Ones --
Brand Awareness --
The Datsun-Becomes-Nissan Story --
The GE-Becomes-Black and Decker Story --
What is Brand Awareness? --
How Awareness Works to Help the Brand --
The Power of Old Brand Names --
How to Achieve Awareness --
Perceived Quality --
The Schlitz Story --
What Is Perceived Quality? --
How Perceived Quality Generates Value --
What Influences Perceived Quality? --
Brand Associations: The Positioning Decision --
The Weight Watchers Story --
Associations, Image, and Positioning --
How Brand Associations Create Value --
Types of Associations --
The Measurement of Brand Associations --
The Ford Taurus Story --
What Does This Brand Mean to You? --
Scaling Brand Perceptions --
Selecting, Creating, and Maintaining Associations --
The Dove Story --
The Honeywell Story --
Which Associations --
Creating Associations --
Maintaining Associations --
Managing Disasters --
The Name, Symbol, and Slogan --
The Volkswagen Story --
Names --
Symbols --
Slogans --
Brand Extensions: The Good, the Bad, and the Ugly --
The Levi Tailored Classics Story.
Responsibility: David A. Aaker.
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Abstract:

An examination of the phenomenon of brand equity, providing a structure of the relationship between a brand and its symbol and slogan, as well as each of the five underlying assets: company name;  Read more...

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Peter S. Sealey Senior Vice-President and Director, Global Marketing, The Coca-Cola Company Highly readable and packed with useful information...Aaker captures the very essence of brand equity in Read more...

 
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   schema:reviewBody ""The most important assets of any business are intangible: its company name, brands, symbols, and slogans, and their underlying associations, perceived quality, name awareness, customer base, and proprietary resources such as patents, trademarks, and channel relationships. These assets, which comprise brand equity, are a primary source of competitive advantage and future earnings, contends David Aaker, a national authority on branding. Yet, research shows that managers cannot identify with confidence their brand associations, levels of consumer awareness, or degree of customer loyalty. Moreover, in the last decade, managers desperate for short-term financial results have often unwittingly damaged their brands through price promotions and unwise brand extensions, causing irreversible deterioration of the value of the brand name. Although several companies, such as Canada Dry and Colgate-Palmolive, have recently created an equity management position to be guardian of the value of brand names, far too few managers, Aaker concludes, really understand the concept of brand equity and how it must be implemented." "In a fascinating and insightful examination of the phenomenon of brand equity, Aaker provides a clear and well-defined structure of the relationship between a brand and its symbol and slogan, as well as each of the five underlying assets, which will clarify for managers exactly how brand equity does contribute value. The author opens each chapter with a historical analysis of either the success or failure of a particular company's attempt at building brand equity: the fascinating Ivory soap story; the transformation of Datsun to Nissan; the decline of Schlitz beer; the making of the Ford Taurus; and others. Finally, citing examples from many other companies, Aaker shows how to avoid the temptation to place short-term performance before the health of the brand and, instead, to manage brands strategically by creating, developing, and exploiting each of the five assets in turn. Book jacket."--Jacket." ;
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