Harvard Business Review on Brand Management

by David A. Aaker

With the increasing globalization of brands, effective brand management in differentiating products has become even more essential. This helpful volume provides the latest strategies for maximizing the value of your brands and products. Articles include: Building Brands Without Mass Media by Erich Joachimsthaler and David A. Aaker; Brands vs. Private Labels: Fighting to Win by John A. Quelch and David Harding; How Do You Grow a Premium Brand? by Regina Fazio Maruca; Should You Take Your Brand to Where the Action Is? by David A. Aaker; Extend Profits, Not Product Lines by John A. Quelch and David Kenny; The Logic of Product-Line Extensions, Perspectives from the Editors; Can This Brand Be Saved by Regina Fazio Maruca; and Your Brand's Best Strategy by Vijay Vishwanath and Jonathan Mark. The Harvard Business Review Paperback Series is designed to bring today's managers and professionals the fundamental information they need to stay competitive in a fast-moving world. Here are the landmark ideas that have established the Harvard Business Review as required reading for ambitious businesspeople in organizations around the globe.

Genres: Business, Nonfiction, Management

204 pages, Paperback

First published July 31, 1999

Reviews

[Christian Buckley · Rating 2 out of 5]

Going into it, I knew the book had been published in 1999, and that HBR case studies can be 3-5 years older than their publish date, but thought I could pick up some useful information nonetheless. As expected, most of the examples were outdated, and didn't really apply to the new world of online media and advertising. However, some of the nuggets for successful branding still apply, like: keeping things simple and not clouding your brand with too many offerings, keeping focus on specific channel strategies and being consistent in our messaging, not buckling to competitive pressures around cost if it means compromising the core product/service, and of course, know your customer.

A much more interesting and useful book that I'm reading right now is "Don't Make Me Think!: A Common Sense Approach to Web Usability" by Steve Krug.

[Ron · Rating 1 out of 5]

Snore. A couple authors are okay. But this is old news, less relevant in 2008 than 1994 when it was compiled.

[Claudia Nauli · Rating 5 out of 5]

Highly recommended for those who loves seeking alternative way for branding/marketing.

[Lori Grant · Rating 5 out of 5]

A must-read book on branding for the knowledge worker, manager, executive, or entrepreneur.

[Sompobgingngoen]

it 's the good knowledge for working.