Building Strong Brands

by David A. Aaker

Book Overview

In this compelling work, Aaker 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.

As industries turn increasingly hostile, it is clear that strong brand-building skills are needed to survive and prosper. In David Aaker's pathbreaking book, Managing Brand Equity, managers discovered the value of a brand as a...

• Format: Hardcover
• Language: English
• ISBN: 002900151X
• ISBN13: 9780029001516
• Release Date: December 1995
• Publisher: Free Press
• Length: 400 Pages
• Weight: 1.50 lbs.
• Dimensions: 1.3" x 6.5" x 9.5"

Customer Reviews

Great

This book was very interesting. I got many ideas while reading it. i wish I had read it before starting my businesses.

A Classic

One of the few substabtial texts about brand building. More often than not you'll find little more than rethoric in books about assessing and planning your brand. The line between actual brand management knowledge and shameless PR has become so thin that one has to be thankful for Aaker's orthodoxy. In the post-whatever era it is reassuring to hear that brand is still a relatively graspable albeit complex concept and that marketers still can hope for planning the identities of their brands. You may disagree with Aaker but not before you've read this classic.

smart and thorough

The single most useful book I've found on brand development. Aaker presents a thorough, but easy to read exploration of the many branding complexities. Giving the reader a framework of inter-related concepts, he gels the essence of each point with useful examples. You immediately understand the idea and move comfortably on to the next - quite an accomplishment for such a complex subject.If I have one frustration, it's that even with his flowcharts and figures, I suspect there is a comprehensive diagram to be had which would tie all the branding issues and dimensions into a single profile. After reading the book I found myself trying to flowchart it all to better see the relationships involved. It would have been helpful if the author had done it for us.Even so, I value the book highly and it will become a central reference for my entire staff.

Fantastic.

Branding appears to be a mushy, unquantifiable subject. Before I bought this book I read through countless articles on the subject that just didn't make much sense. Reading Aaker's book provided the opposite experience: crystal clear, a compelling argument for why brand matters and how best to build one.

Worth Every Penny

You don't have to be a brand manager or advertising person to appreciate the value of David Aaker's Brand Equity. As both a sales person and one who routinely works with branded grocery product companies, I truly appreciate Aaker's depth of knowledge, insights and practical examples contained in Managing Brand Equity. Whether you believe it or not, we're all in the business of building a brand-ourselves. Use Aaker's insights to help you better position yourself in the minds of your customers, potential customers, co-workers and supervisors. You'll be richer for it, both financially and personally. Managing Brand Equity is easy to read, understand and use. Its a must for anyone concerned about better developing what they sell and how they sell it in this very competitive global economy.