Managing Brand Equity By David A. Aaker Paperback

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size

15.56 x 2.79 x 23.5 cm

Product Information

Brand Name

Books Kingdom

Ideal For

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Material

Paperback

Country Of Origin

India

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About Author

David A. Aaker Is The Vice-Chairman Of Prophet, Professor Emeritus Of Marketing Strategy At The Haas School Of Business, University Of California At Berkeley, Advisor To Dentsu, Inc., And A Recognized Authority On Brands And Brand Management. The Winner Of The Paul D. Converse Award For Outstanding Contributions To The Development Of The Science Of Marketing And The Vijay Mahajan Award For Career Contributions To Marketing Strategy, He Has Published More Than Ninety Articles And Eleven Books, Including Strategic Market Management, Managing Brand Equity, Building Strong Brands, And Brand Leadership (Coauthored With Eric Joachimsthaler).

Author Name

David A. Aaker

Genre

Business & Economics

No Of Pages

384

Publisher

Free Press

Product Description

Premium Quality: The most important assets of any business are intangible: 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.

Product Design: These assets, which comprise brand equity, are a primary source of competitive advantage and future earnings, contends David Aaker, a national authority on branding.

User Experience: Yet, research shows that managers cannot identify with confidence their brand associations, levels of consumer awareness, or degree of customer loyalty.

Versatile Occasion: 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.

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