Aaker on Branding: 20 Principles That Drive Success - Brossura

Aaker, David

Brossura

ISBN 10: 9351503909 ISBN 13: 9789351503903

Casa editrice: SAGE Publications India Pvt Ltd, 2015

Riassunto

Did you know Brands Are Assets? Do you know how to create a Brand Vision? Is it possible to bring a Brand to Life? This is the definitive book that answers these questions and more...Aaker on Branding presents in a compact form, the twenty essential principles of branding that will lead to the creation of strong brands. These principles provide a broad understanding of brands, brand strategy, brand portfolios, and brand building that all business, marketing, and brand strategists should know.

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Recensione

“From the Father of Modern Branding, the latest and best theory and practice.”  (Philip Kotler)

“Nobody knows brand strategy better than David Aaker. Aaker has taken all of the essential principles of branding and collapsed them into one epic brand book. Whether you’re a seasoned brand marketer or just getting started, this book will provide you with a practical path to creating, nurturing and leveraging strong brands.” (Ann Lewnes)

"Professor Aaker has truly given the business world a gift: A highly concise and wonderfully cogent and insightful tutorial on the principles of brand stewardship and leadership."

(Joseph V. Tripodi)

"David Aaker is one of my favorite brand authorities because he understands that the modern brand is an asset that should create value and drive strategy for corporations. His latest treatise is brand dynamite."
(Beth Comstock)

L'autore

David Aaker, the Vice-Chairman of Prophet Brand Strategy and Professor Emeritus of Marketing Strategy at the Berkeley-Haas School of Business, is the winner of three career awards for contributions to the science of marketing (Paul D. Converse Award), marketing strategy (Vijay Mahajan Award), and the theory and practice of marketing (Buck Weaver Award). He has published more than 100 articles and 17 books that have sold well over one million copies and been translated into eighteen languages. They include Managing Brand Equity, Building Strong Brands, Brand Leadership (co-authored with Erich Joachimsthaler) Brand Portfolio Strategy, From Fargo to the World of Brands, Spanning Silos, Strategic Market Management 10th edition, Brand Relevance: Making Competitors Irrelevant which was named to three best book lists for 2011, and Three Threats to Brand Relevance. Named as one of the top five most important marketing/business gurus in 2007, Professor Aaker has won awards for the best article in the California Management Review and (twice) in the Journal of Marketing. A recognized authority on brand strategy, he has been an active consultant and speaker throughout the world. A columnist for AMA’s Marketing News and Germany’s absatzwirtschaft, he regularly blogs at davidaaker.com and HBR.org. He is at twitter.com/davidaaker. An avid biker and struggling golfer, he lives in Orinda California.

Su questa edizione

• Editore: SAGE Publications India Pvt Ltd
• Data di pubblicazione: 2015
• ISBN 10: 9351503909
• ISBN 13: 9789351503903
• Rilegatura: Copertina flessibile
• Numero di pagine: 252