Can I read Building Strong Brands on EtoBox?

Building Strong Brands by Aaker, David A. is a business book available to read on EtoBox.

What is Building Strong Brands about?

In this compelling work, Aaker uses real brand-building cases from Saturn, General Electric, Kodak, Healthy Choice, McDonald's, and others to demonstrate how strong brands have been created and managed. As industries turn increasingly hostile, it is clear that strong brand-building skills are needed to survive and prosper. In David Aaker's pathbreaking book, Managing Brand Equity, managers discovered the value of a brand as a strategic asset and a company's primary source of competitive advantage. Now, in this compelling new work, Aaker uses real brand-building cases from Saturn, General Electric, Kodak, Healthy Choice, McDonald's, and others to demonstrate how strong brands have been created and managed. A common pitfall of brand strategists is to focus on brand attributes. Aaker shows how to break out of the box by considering emotional and self-expressive benefits and by introducing the brand-as-person, brand-as-organization, and brand-as-symbol perspectives. The twin concepts of brand identity (the brand image that brand strategists aspire to create or maintain) and brand position (that part of the brand identity that is to be actively communicated) play a key role in managing

Who reads Building Strong Brands?

Author

Aaker, David A.

Publisher

New York: Free Press

Published

2014

Language

EN

ISBN

9781451674750

Category

business

Subjects

Business, Management, Marketing

Rating

3.94 / 5 (366 ratings)

Updated

2026-03-14