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Bibliographic Details
Main Author:	Aaker, David A. 1938- (Author)
Format:	Book
Language:	English
Published:	London [u.a.] Pocket Books 2010
Series:	Pocket Books Business
Subjects:	Markenpolitik USA
Links:	http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020331902&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
Physical Description:	IX, 380 S. Ill., graph. Darst.
ISBN:	9781849830409

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adam_text	CONTENTS Preface vii 1. What is a Strong Brand? 1 The Kodak Story 2 What Is Brand Equity? 7 Brand Awareness 10 Perceived Quality 17 Brand Loyalty 21 Brand Associations 25 Objectives of the Book 25 Building Strong Brands — Why Is It Hard? 26 2. The Saturn Story 37 Saturn — A Strong Brand? 38 How Saturn Built a Brand 42 Challenges Facing Saturn and General Motors 61 3. The Brand Identity System 67 What Is Brand Identity? 68 Brand Identity Traps 69 Four Brand Identity Perspectives 78 The Identity Structure 85 Providing a Value Proposition 95 Providing Credibility 103 111 IV CONTENTS The Bottom Line: Λ Brand-Customer Relationship 103 Working with Multiple Brand Identities 104 4. Organizational Associations 107 The Body Shop Story 108 The Story of Branding in Japan 110 The Brand as Organization 114 Organizational Associations 117 How Organizational Associations Work 130 5. Brand Personality 137 The Harley-Davidson Story 138 Measuring Brand Personality 142 How a Brand Personality is Created 145 Why Use Brand Personality? 150 The Self-Expression Model 153 The Relationship Basis Model 159 The Functional Benefit Representation Model 168 Brand Personality versus User Imagery 170 Brand Personality as a Sustainable Advantage 173 6. Identity Implementation 175 The Brand Position 176 Achieving Brilliance in Execution 186 Tracking 189 A Strategic Brand Analysis 189 The Power of Brand Identity and Position 201 7. Brand Strategies Over Time 207 The General Electric Story 208 The Smirnoff Story 211 Why Change Identities, Positions or Executions? 216 Why Consistency (If Done Well) is Better 218 Consistency Over Time: Why Is It Hard? 224 The Search for the Fountain of Youth 230 8. Managing Brand Systems 239 Toward a System of Brands 240 Driver Roles 243 The Endorser Role 245 Strategic Brands 247 CONTENTS Subbrand Roles 248 Branding Benefits 257 Silver Bullets 261 How Many Brands? 264 9. Leveraging the Brand 269 The Healthy Choice Story 270 The Kingsford Charcoal Story 273 Line Extensions 275 Moving the Brand Down 278 Moving a Brand Up 287 Brand Extension Decisions 291 Creating Range Brands 292 Co-Branding 298 The Brand Systems Audit 300 10. Measuring Brand Equity Across Products & Markets 303 Young & Rubicam s Brand-Asset Valuator 304 Total Research s EquiTrend 309 Interbrand s Tbp Brands 313 Why Measure Brand Equity Across Products and Markets? 314 The Brand Equity Ten 316 Loyalty Measures 319 Perceived Quality and Leadership Measures 323 Associations/Differentiation Measures 326 Awareness Measures 330 Market Behavior Measures 331 Toward a Single Value of Brand Equity 333 Adapting the Measures to a Brand s Context 337 11. Organizing for Brand Building 339 Brand-Building Imperatives 340 Adapting the Organization for Brand Building 342 The Role of the Agency 348 A Parting Word 357 Notes 359 Index 367 About the Author 381
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title	Building strong brands
title_auth	Building strong brands
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title_full	Building strong brands David A. Aaker
title_fullStr	Building strong brands David A. Aaker
title_full_unstemmed	Building strong brands David A. Aaker
title_short	Building strong brands
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Call Number:	0002 WIR 820f 2005 A 8305(1,2010) Floor plan
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Call Number:	0041 WIR 800f 2005 A 8305(1,2010) Floor plan
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