Managing Brand Equity

By David A. Aaker

About the book

The most essential resources of any business are impalpable: its organization name, brands, images, and mottos, and their fundamental affiliations, saw quality, name mindfulness, client base, and exclusive assets, for example, licenses, trademarks, and channel connections. These advantages, which include brand value, are an essential wellspring of upper hand and future profit, battles David Aaker, a national power on marking. Yet, research demonstrates that supervisors can't relate to certainty their image affiliations, levels of shopper mindfulness, or level of client dedication. Additionally in the most recent decade, supervisors edgy for transient budgetary results have regularly unwittingly harmed their brands through value advancements and indiscreet brand expansions, creating irreversible decay of the estimation of the brand name. Albeit a few organizations, for example, Canada Dry and Colgate-Palmolive, have as of late made a value administration position to be gatekeeper of the estimation of brand names, very couple of chiefs, Aaker finishes up, truly comprehend the idea of brand value and how it must be executed.

In an intriguing and shrewd examination of the marvel of brand value, Aaker gives a reasonable and all around characterized structure of the relationship between a brand and its image and motto, and also each of the five basic resources, which will elucidate for administrators precisely how mark value does contribute esteem. The creator opens every section with an authentic examination of either the achievement or disappointment of a specific organization's endeavour at building brand value: the intriguing Ivory cleanser story; the change of Datsun to Nissan; the decay of Schlitz brew; the making of the Ford Taurus; and others. At last, referring to cases from numerous different organizations, Aaker demonstrates to dodge the allurement to place fleeting execution before the strength of the brand and, rather, to oversee marks deliberately by making, creating, and misusing each of the five advantages thus

Published by

Free Press on Dec 1, 2009

Gauthaam Anand

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