Managing Brand Equity
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
1311407
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