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Managing Brand Equity
In a fascinating and insightful examination of the phenomenon of brand equity, Aaker provides a clear and well-defined structure of the relationship between a brand and its symbol and slogan, as well as each of the five underlying assets, which will clarify for managers exactly how brand equity does contribute value.
The most important assets of any business are its company name, brands, symbols, and slogans, and their underlying associations, perceived quality, name awareness, customer base, and proprietary resources such as patents, trademarks, and channel relationships. These assets, which comprise brand equity, are a primary source of competitive advantage and future earnings, contends David Aaker, a national authority on branding. Yet, research shows that managers cannot identify with confidence their brand associations, levels of consumer awareness, or degree of customer loyalty. Moreover in the last decade, managers desperate for short-term financial results have often unwittingly damaged their brands through price promotions and unwise brand extensions, causing irreversible deterioration of the value of the brand name. Although several companies, such as Canada Dry and Colgate-Palmolive, have recently created an equity management position to be guardian of the value of brand names, far too few managers, Aaker concludes, really understand the concept of brand equity and how it must be implemented.
The author opens each chapter with a historical analysis of either the success or failure of a particular company's attempt at building brand the fascinating Ivory soap story; the transformation of Datsun to Nissan; the decline of Schlitz beer; the making of the Ford Taurus; and others. 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 each of the five assets in turn
The most important assets of any business are its company name, brands, symbols, and slogans, and their underlying associations, perceived quality, name awareness, customer base, and proprietary resources such as patents, trademarks, and channel relationships. These assets, which comprise brand equity, are a primary source of competitive advantage and future earnings, contends David Aaker, a national authority on branding. Yet, research shows that managers cannot identify with confidence their brand associations, levels of consumer awareness, or degree of customer loyalty. Moreover in the last decade, managers desperate for short-term financial results have often unwittingly damaged their brands through price promotions and unwise brand extensions, causing irreversible deterioration of the value of the brand name. Although several companies, such as Canada Dry and Colgate-Palmolive, have recently created an equity management position to be guardian of the value of brand names, far too few managers, Aaker concludes, really understand the concept of brand equity and how it must be implemented.
The author opens each chapter with a historical analysis of either the success or failure of a particular company's attempt at building brand the fascinating Ivory soap story; the transformation of Datsun to Nissan; the decline of Schlitz beer; the making of the Ford Taurus; and others. 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 each of the five assets in turn
299 pages, Hardcover
First published January 1, 1991
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Displaying 1 - 10 of 10 reviews
March 26, 2012
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.
August 12, 2017
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!
November 11, 2018
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
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
June 9, 2023
"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.
March 5, 2021
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.
October 31, 2017
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.
-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.
July 3, 2012
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
Right to the concept with a broad and precise view, you can use and adapt it in the business world
October 9, 2012
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.
November 14, 2015
it help me to finish my thesis
November 17, 2017
The great a book about brand equity.
Displaying 1 - 10 of 10 reviews