Beschreibung Managing Brand Equity: Capitalizing on the Value of a Brand Name. 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 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. 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
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Managing Brand Equity: Capitalizing on the Value of a ~ Managing Brand Equity: Capitalizing on the Value of a Brand Name / Aaker, David A. / ISBN: 9780029001011 / Kostenloser Versand für alle Bücher mit Versand und Verkauf duch .
Managing Brand Equity: Capitalizing on the Value of a ~ Managing Brand Equity: Capitalizing on the Value of a Brand Name David A. Aaker, September 1991 In this book, David Aaker introduces the concept of brand equity as a model of several intangible asset dimensions of the firm and addresses how to manage brand equity to maximize value to the firm and consumers.
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Managing brand equity: Capitalizing on the value of a ~ Managing brand equity: Capitalizing on the value of a brand name : David A. Aaker, The Free Press, New York (1991)
Managing Brand Equity: Capitalizing on the Value of a ~ Brand equity is a set of brand assets and liabilities linked to a brand, its name and symbol, that add to or subtract from the value provided by a product or service to a firm and/or to that firm's customers. For assets or liabilities to underlie brand equity they must be linked to the name and/or symbol of the brand. If the brand's name or symbol should change, some or all of the assets or .
(PDF) Managing Brand Equity-David A.Aaker / Phoebe Y ~ Managing Brand Equity-David A.Aaker
Managing brand equity (1991 edition) / Open Library ~ Managing brand equity capitalizing on the value of a brand name This edition published in 1991 by Free Press, Maxwell Macmillan Canada, Maxwell Macmillan International in New York, . Toronto, . New York.
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Managing Brand Equity: Capitalizing on the Value of a ~ View eBook. Get this book in print. ; Barnes&Noble; Books-A-Million; IndieBound; Find in a library; All sellers » Managing Brand Equity: Capitalizing on the Value of a Brand Name. David A. Aaker. DIANE Publishing Company, 2000 - 299 pages. 1 Review. The most important assets of any business are intangible: its company name, brands, symbols, and slogans, and their underlying .
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Managing Brand Equity / Book by David A. Aaker / Official ~ Brand equity is a set of brand assets and liabilities linked to a brand, its name and symbol, that add to or subtract from the value provided by a product or service to a firm and/or to that firm's customers. For assets or liabilities to underlie brand equity they must be linked to the name and/or symbol of the brand. If the brand's name or symbol should change, some or all of the assets or .
: Building Strong Brands eBook: Aaker, David A ~ In David Aaker's pathbreaking book, Managing Brand Equity, managers discovered the value of a brand as a strategic asset and a company's primary source of competitive advantage. Now, in this compelling new work, Aaker uses real brand-building cases from Saturn, General Electric, Kodak, Healthy Choice, McDonald's, and others to demonstrate how strong brands have been created and managed.
Aaker, D.A. (1991) Managing Brand Equity. The Free Press ~ Aaker, D.A. (1991) Managing Brand Equity. The Free Press, New York. has been cited by the following article: TITLE: Will Consumers’ Learning Motivation Affect Their Brand Loyalty? Research on Moderating Role of Brand Cognition. AUTHORS: Wen Li, Tian’e Fu, Ziying Huang. KEYWORDS: Learning Motivation, Brand Cognition, Brand Loyalty
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Managing Brand Equity: Capitalizing on the Value of a ~ Synopsis The most important assets of any business are intangible: its company name, brands, symbols and slogans and their underlying association, perceived quality, name awareness, and customer base. These assets, which comprise brand equity, are a primary source of competitive advantage and .