Jump to:Brand Leadership [Paperback]by David Aaker and Erich JoachimsthalerThis book is OUT OF PRINT You may be able to find a copy at ABE Books Description of Brand LeadershipManagement 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 co-author 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 into the ever-changing area of Internet branding. Full of impeccable, intelligent guidance, Brand Leadership is the visionary key to business success in the future.Title Information
Write a review of this book Customer Reviews from AmazonAbout David Aaker and Erich JoachimsthalerDavid A. Aaker is the E.T. Grether Professor of Marketing Strategy at the Haas School of Business at the University of California, Berkeley. He is a consultant to dozens of companies, including AT&T, Coca Cola, MasterCard, and General Motors. He is the cofounder, with Erich Joachimsthaler of the firm Aaker-Joachimsthaler Prophet Brand Strategy. His previous books include BRAND LEADERSHIP and MANAGING BRAND EQUITY, both published by The Free Press.Erich Joachimsthaler is the founder and CEO of Vivaldi Partners, a strategy, innovation, and marketing consulting company. He has published around 60 articles in academic journals centered on marketing issues. His most recent book focuses on the broadening strategic role of marketing in building growth businesses and is entitled: Hidden in Plain Sight: How to Find and Execute Your Company’s Next Growth Strategy |
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