David aaker managing brand equity ebook
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.
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.
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.Dear visitor, you kamelot poetry for the poisoned 2010 went to the site as unregistered user.Friend Reviews, to see what your friends thought of this book, please sign.We recommend that you create or enter the site your name.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.Details (if other Thanks for telling us about the problem.Be the first to ask a question about Managing Brand Equity.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.Wed love your help.Open Preview, see a Problem?These assets, which comprise brand equity, are a primary source of competitive advantage and future earnings, contends David Aaker, a national authority on branding.Topics: Branding, Advertising, Consumerism, Case Studies, and Informative.Reader Q A, to ask other readers questions about.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 gibbed save editor pc soap story; the transformation of Datsun to Nissan; the decline of Schlitz beer; the making of the Ford.Let us know whats wrong with this preview of Managing Brand Equity by David.Not the book youre looking for?Problem: Its the wrong bookIts the wrong editionOther.Managing Brand Equity, please sign.
Yet, research shows that managers cannot identify with confidence their brand associations, levels of consumer awareness, or degree of customer loyalty.