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Brand Leadership
Table of Contents
About The Book
Management fads come and go in the blink of an eye, but branding is here to stay. Closely watched by the stock market and obsessed over by the biggest companies, brand identity is the one indisputable source of sustainable competitive advantage, the vital key to customer loyalty.
David Aaker is widely recognised as the leading expert in this burgeoning field. Now he prepares managers for the next wave of the brand revolution. With coauthor Erich Joachimsthaler, Aaker takes brand management to the next level - strategic brand leadership. Required reading for every marketing manager is the authors' conceptualisation of 'brand architecture' - how multiple brands relate to each other - and their insights on the hot new area of Internet branding. Full of impeccable, intelligent guidance, BRAND LEADERSHIP is the visionary key to business success in the future.
David Aaker is widely recognised as the leading expert in this burgeoning field. Now he prepares managers for the next wave of the brand revolution. With coauthor Erich Joachimsthaler, Aaker takes brand management to the next level - strategic brand leadership. Required reading for every marketing manager is the authors' conceptualisation of 'brand architecture' - how multiple brands relate to each other - and their insights on the hot new area of Internet branding. Full of impeccable, intelligent guidance, BRAND LEADERSHIP is the visionary key to business success in the future.
Reading Group Guide
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Discussion Questions
- Look at the dimensions in Figure 1-3. For exert dimension, position your organization on a seven-point scale between classic brand management and the brand leadership paradigm.
- Evaluate the brand identity for Virgin Airlines. How would you change it? Develop alternative brand essence statements.
- Focus on a brand with a sell-defined identity such as Virgin. Elaborate on the identity using each of the elaboration approaches.
- Pick two diverse firms-one that is close to a branded house and another that is close to a house of brands. Look closely at their branded offerings and identity the subcategories in the brand relationship spectrum that are respected.
- Identity a firm with a serious brand architecture problem. Describe the problem and suggest options.
- Evaluate the brand-building approaches presented in this chapter. Which do you admire the most? What was the key to getting that approach implemented? What other firms are using smaller techniques?
- Take a core identity element from a brand discussed in the book or another brand and identity sponsorship properties that will have similar associations.
- What web sites have strong symbols? What do those symbols tell you about the brand? Why aren't there more symbols on web brands?
- Pick a brand and determine its sweet spot and identify some great ideas that would exploit that sweet spot.
- Address the questions at the end of the McDonalds vignette. How does your firm address the four challenges described in the chapter?
Product Details
- Publisher: Simon & Schuster UK (December 11, 2012)
- Length: 352 pages
- ISBN13: 9781471104374
Resources and Downloads
High Resolution Images
- Book Cover Image (jpg): Brand Leadership eBook 9781471104374(0.6 MB)
