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"Today's news was published by word of mouth in the streets of ancient Athens."
- Author Unknown
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ZIN Product Number: 10185426
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| | | |  | | | Product Details
 Format: Hardcover, 1st ed., 368 pages
Publisher: Free Press, The
ISBN: 0684839245
Release Date: Jan 9, 1998
| |  | | | In Brief
America's leading consultant on branding returns with an instant classic: a top-to-bottom guide to taking and keeping the lead in the battle of the brands.
| | | | From The Publisher
Brand equity is more than just a hot trend--it is one of the most crucial elements to thriving and surviving in today's global marketplace. David A. Aaker, who Brandweek calls "the dean of the brand-equity movement," and Erich Joachimsthaler are two widely respected experts on branding who have successfully guided hundreds of managers through the intricacies of branding with their revolutionary and groundbreaking techniques. Now Aaker and Joachimsthaler prepare managers for the next level of brand management with Brand Leadership.
| | | | Annotation
...the emerging paradigm of strategic brand leadership is replacing the classic, tactically oriented brand management system pioneered by Procter & Gamble...
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| | | |  | | | - Part 1: Introduction
- 1: Brand Leadership-The New Imperative
- Part 2: Brand Identity
- 2: Brand Identity-The Cornerstone Of Brand Strategy
- 3: Clarifying And Elaborating The Brand Identity
- Part 3: Brand Architecture: Achieving Clarity, Synergy, And Leverage
- 4: The Brand Relationship Spectrum
- 5: Brand Architecture
- Part 4: Building Brands: Beyond Advertising
- 6: Adidas And Nike-Lessons In Building Brands
- 7: Building Brands-The Role Of Sponsorship
- 8: Building Brands-The Role Of The Web
- 9: Building Brands-Beyond Media Advertising
- Part 5: Organizing For Brand Leadership
- 10: Global Brand Leadership-Not Global Brands
- Endnotes
- Index
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| | | | | | Keywords
United States, Management, Brand name products, Brand name products, United States, Management, Product Management, Business / Economics / Finance, Business & Economics, Marketing - General, Advertising & Promotion, United States, Management, Brand name products
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