管理品牌资产（珍藏版）

by 作者:[美]戴维·阿克（David A.Aaker）

管理品牌资产（珍藏版）简介：品牌资产鼻祖阿克作品，品牌人系统提升的必读书装订方式：平装-胶订书号：9787111615187作者:[美]戴维·阿克（David A.Aaker）出版社:机械工业出版社出版时间:2018年12月分类管理|市场/营销|品牌管理加微信（soweinc)和来自全球的书友一起学习交流.并且微信好友低至5折.

Genres: Business, Nonfiction, Management, Leadership

Paperback

First published January 1, 1991

Reviews

[Fritz Desir · Rating 4 out of 5]

Not a quick but a very intense one as it pertains understanding the mechanics of brand. Aaker rocks at this stuff (with Kotler a close second). Somewhat old but nonetheless relevant. Recommended.

[Sumedh Sapre · Rating 5 out of 5]

A must read for any aspiring marketeer. Provides a model for brand equity that opens up new ways of thinking about a brand and its management. The book is full of research citings, and provides the psychological underpinnings of branding decisions. Interesting anecdotes and examples further emphasise the points the author is trying to make, and set the right context to understand the proposed theories. A brilliant read!

[Almir · Rating 4 out of 5]

http://imeducatingmyself.com/managing...

Right at the start I have to say that this books is best to use as continuation to the book Building Strong Brands written by the same author. First book will teach you on what steps you need to take when starting to build your brand; and from this book you will learn proper steps that you need to take in order to manage your brand along the way and focusing on long-term profits more, over the short-term profits. I have to say that you won’t get much just by reading one of these two books – you have to read them both.

Let me just to quickly summarize you chapters:

What Is Brand Equity?
Brand Loyalty
Brand Awareness
Perceived Quality
Brand Associations The Positioning Decision
The Measurement of Brand Associations
Selecting, Creating, and Maintaining Associations
The Name, Symbol, and Slogan
Brand Extensions The Good, the Bad, and the Ugly
Revitalizing the Brand
Global Branding and a Recap

[Patrick Wendell Lessa · Rating 5 out of 5]

"Managing Brand Equity" é uma obra essencial para profissionais de marketing, gestores de marcas e todos aqueles interessados em compreender e aprimorar o valor de uma marca. Aaker oferece insights valiosos sobre como construir associações fortes e positivas, criando assim uma vantagem competitiva duradoura no mercado. Sua abordagem baseada em casos reais e sua expertise no assunto tornam este livro uma leitura obrigatória para quem busca o sucesso no mundo do branding.

[Marcell Nimführ · Rating 5 out of 5]

The ur-branding book. The book that everybody else quotes. It's 30 years old but still a great read. This should be at the beginning of every marketing class.

[Greg · Rating 4 out of 5]

Key Take Aways:
-Everything you do affects perception of your brand and either ads to it or takes away from it.
-Consumers have a brand perception and some extensions make more sense than others to them - even if their actual area of expertise is different - ex. a toothpaste company making dental floss would make sense to consumers but a toothpaste company making deodorant might not, even though they might in fact be more equipped for that.
-Brand plays a huge role in what you can get away with charging for your product.
-One key example about people thinking of Black & Decker small appliances as reliable even though they didn't make those - the brand extended well from other things they made.

[Numeo · Rating 5 out of 5]

One of must-read business books you shouldn't miss especially marketing or branding guys.

Right to the concept with a broad and precise view, you can use and adapt it in the business world

[Steven Howard · Rating 4 out of 5]

Excellent book by an excellent thinker and practitioner. Wish more people today would read this classic when joining the marketing ranks, especially those new to brand management.

[Yudi Wahyudin · Rating 5 out of 5]

it help me to finish my thesis

[Emre · Rating 5 out of 5]

The great a book about brand equity.