| Description |
xiii, 299 pages : illustrations ; 25 cm |
| Contents |
1. What Is Brand Equity? -- 2. Brand Loyalty -- 3. Brand Awareness -- 4. Perceived Quality -- 5. Brand Associations: The Positioning Decision -- 6. The Measurement of Brand Associations -- 7. Selecting, Creating, and Maintaining Associations -- 8. The Name, Symbol, and Slogan -- 9. Brand Extensions : The Good, the Bad, and the Ugly -- 10. Revitalizing the Brand -- 11. Global Branding and a Recap |
| Summary |
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. Descriptive content provided by Syndetics™, a Bowker service |
| Analysis |
Brand name products Valuation Management United States |
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Intangible property Valuation Management United States |
| Notes |
Includes index |
| Bibliography |
Includes bibliographical references (pages 277-287) |
| Subject |
Brand name products -- Valuation -- United States -- Management.
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Generic products.
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Intangible property -- Valuation -- United States -- Management.
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Product Line Management -- organization & administration.
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Marketing -- organization & administration.
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Product Line Management -- economics.
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| LC no. |
91010380 |
| ISBN |
0029001013 |
|
