Building strong brands

By: David A. AakerPublication details: London : Pocket, 2010. Description: ix, 380 p. : ill. ; 20 cmISBN: 9781849830409 (pbk.) ; 1849830401 (pbk.)Subject(s): Brand name products -- Management. Business names -- Management. brandsDDC classification: 658.827 AAK

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Item type	Current library	Home library	Call number	Status	Date due	Barcode	Item holds
English Lending	Villa College Library	Villa College Library	658.827 AAK (Browse shelf(Opens below))	Available		8953

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Previous	658.8180285554 CAR Excel® sales forecasting for dummies /	658.82 CAR The silent salesmen	658.82 SCH Stephan Schiffman's 101 successful sales strategies	658.827 AAK Building strong brands	658.827 BRE Breakthrough nonprofit branding : seven principles for power extraordinary results /	658.827 BRE Breakthrough nonprofit branding : seven principles for power extraordinary results /	658.827 BRE Breakthrough nonprofit branding : seven principles for power extraordinary results /	Next

In this book the author 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. A common pitfall of brand strategists is to focus on brand attributes. He shows how to break out of the box by considering emotional and self-expressive benefits and by introducing the brand-as-person, brand-as-organization, and brand-as-symbol perspectives.

As industries turn increasingly hostile, strong brand-building skills are needed to survive and prosper. In this text managers can discover the value of brand as a strategic asset and a company's primary source of cmopetitive advantage.

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