Now, in this compelling new 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.

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 ...

Now he prepares managers for the next wave of the brand revolution. With coauthor Erich Joachimsthaler, Aaker takes brand management to the next level - strategic brand leadership.

I found this book unique in its capacity to benefit executives, planning staff, and students of strategy alike." —Robert L. Joss, Dean of the Graduate School of Business, Stanford University A successful business strategy enables managers ...

In this long-awaited book from the world’s premier brand expert and author of the seminal work Building Strong Brands, David Aaker shows managers how to construct a brand portfolio strategy that will support a company’s business ...

Branding guru Aaker shows how to eliminate the competition and become the lead brand in your market This ground-breaking book defines the concept of brand relevance using dozens of case studies-Prius, Whole Foods, Westin, iPad and more-and ...

This immensely readable book provides the brand management team with the capability to: --Create and elaborate brand identities (what should the brand stand for) --Use the brand relationship spectrum, a powerful tool to harness subbrands ...

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.

This book consists of papers delivered by experts from academia and industry discussing issues regarding the role of advertising in the establishment and maintenance of brand equity -- making this volume of interest to advertising and ...

I found this book unique in its capacity to benefit executives, planning staff, and students of strategy alike.”–– Robert L. Joss, Dean of the Graduate School of Business, Stanford University The Leading Authority–Now Revised!