Last edited by Totilar
Thursday, April 23, 2020 | History

8 edition of Managing brand equity found in the catalog.

Managing brand equity

capitalizing on the value of a brand name

by David A. Aaker

  • 276 Want to read
  • 19 Currently reading

Published by Free Press, Maxwell Macmillan Canada, Maxwell Macmillan International in New York, Toronto, New York .
Written in English

    Places:
  • United States
    • Subjects:
    • Brand name products -- Valuation -- United States -- Management.,
    • Intangible property -- Valuation -- United States -- Management.

    • Edition Notes

      Includes bibliographical references (p. 277-287) and index.

      StatementDavid A. Aaker.
      Classifications
      LC ClassificationsHD69.B7 A22 1991
      The Physical Object
      Paginationxiii, 299 p. :
      Number of Pages299
      ID Numbers
      Open LibraryOL1532721M
      ISBN 100029001013
      LC Control Number91010380

      Brand equity continues to be one of the critical areas for marketing management. This study explores some of the consequences attributes may have on brand equity such as the bias on consumer.   Strategic Brand Management: Building, Measuring, And Managing Brand Equity Paperback – Jan. 1 by Keller (Author) out of 5 stars 26 ratings. See all formats and editions Hide other formats and editions. Amazon Price New from Used from /5(26). International Journal of Research in Marketing Farquhar, Peter H. () Managing brand equity. Marketing Research 1(3) Feldwick, P. () What is brand equity anyway and how do you measure it. Journal of the Marketing Research Society. MANAGING BRAND EQUITY Why is managing brand equity important over time? Changing marketing environment (external forces) Shifts in consumer behaviour Competitive strategies Govt. regulations Internal forces Changes in strategic focus of the company. STEPS FOR MANAGING BRANDS OVER TIME a. Reinforcing brands b. Revitalising brands c. Adjusting brand portfolio REINFORCING BRANDS Brand equity 1/5(1).


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Managing brand equity by David A. Aaker Download PDF EPUB FB2

Vijay MahajanThe University of Texas at AustinA fascinating, practical, and insightful book that brilliantly examines the "assets" that define brand equity to create, develop, market, and manage brands strategically in the by: Managing Brand Equity by David A.

Aaker - In a fascinating and insightful examination of the phenomenon of brand equity, Aaker provides a clear and well-defined Managing Brand Equity | Book by David A.

Aaker | Official Publisher Page | Simon & SchusterReleased on: Septem   ISSUES IN MANAGING BRAND EQUITY The introduction of the brand-equity concept raises a host of practical issues about the management of a brand. An overview of some of these issues will set the stage for the following chapters.

The bases of brand equity: On what should the brand equity be based. What associations should form the basis of the positioning?Brand: Free Press. Managing Brand Equity: Capitalizing on the Value of a Brand Name. 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.4/5.

Managing Brand Equity by David A. Aaker. 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.

Managing Brand Equity: Capitalizing on the Value of a Brand Name - Kindle edition by Aaker, David A. Download it once and read it on your Kindle device, PC, phones or tablets. Use features like bookmarks, note taking and highlighting while reading Managing Brand Equity: Capitalizing on the Value of a Brand /5(19).

Managing Brand Equity David A. Aaker 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.

(PDF) Managing Brand Equity-David | Phoebe Y. Brief Summary of Book: Managing Brand Equity by David A. Aaker Here is a quick description and cover image of book Managing Brand Equity written by David A.

Aaker which was published in You can read this before Managing Brand Equity PDF EPUB full Download at the bottom. Building, Measuring, and Managing Brand Equity Strategic Brand Management 1 29/12/   In a fascinating and insightful examination of the phenomenon of brand equity, Aaker provides a clear and well-defined structure of the relationship between a brand and its symbol and slogan, as well as each of the five underlying assets, which will clarify for managers exactly how brand equity does contribute value.5/5(1).

Vijay MahajanThe University of Texas at Austin A fascinating, practical, and insightful book that brilliantly examines the "assets" that define brand equity to create, develop, market, and manage brands strategically in the ls.

Tom PetersThe Tom Peters Group A must for all managers' bookshelves/5(14). Managing Brand Equity. The most important assets of any business are intangible: its company name, brands, symbols, and slogans, and their underlying associations, perceived quality, name 3/5(1).

Vijay MahajanThe University of Texas at AustinA fascinating, practical, and insightful book that brilliantly examines the "assets" that define brand equity to create, develop, market, and manage brands strategically in the ls/5(15).

Managing Brand Equity. In a fascinating and insightful examination of the phenomenon of brand equity, Aaker provides a clear and well-defined structure of the relationship between a brand and its 4/5(2). 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 4/5(3). Published by Free Press, Maxwell Macmillan Canada, Maxwell Macmillan International in New York, Toronto, New :   “Managing Brand Equity” is available at Amazon, Barnes & Noble, or wherever books are sold. Reviews “Brand equity is among the hottest topics in advertising and marketing today.

This book is the most comprehensive and most insightful source available.” – William Wells, Executive Vice-President, DDB Needham Worldwide.

About the AuthorAuthor: David Aaker. -The concept of brand equity is the main focus of this book—and provides all students with a valuable perspective, and a common denominator to interpret the potential effects and trade-offs of various strategies and tactics for their brands.

By giving the students the foundation, the textbook allows for the broad exploration of a complicated Availability: This item is out of print and has. Incorporating the latest industry thinking and developments, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions–and thus improving the long-term profitability of specific brand strategies.

The Kodak story shows how brand equity can be created and managed. This chapter provides an overview of brand equity and, in so doing, expands on the conceptualization that was first offered in my book Managing Brand Equity.

Although the conceptualization is the same, new research, case studies, and perspectives have been ed on: Decem Managing Brand Equity by David A. Aaker and a great selection of related books, art and collectibles available now at - Managing Brand Equity by Aaker, David a - AbeBooks Passion for books.

managing brand equity Download managing brand equity or read online books in PDF, EPUB, Tuebl, and Mobi Format.

Click Download or Read Online button to get managing brand equity book now. This site is like a library, Use search box in the widget to get ebook that you want. Managing Brand Equity: Capitalizing on the Value of a Brand Name (Hardback or Cased Book)4/5().

In a fascinating and insightful examination of the phenomenon of brand equity, Aaker provides a clear and well-defined structure of the relationship between a brand and its symbol and slogan, as well as each of the five underlying assets, which will clarify for managers exactly how brand equity does contribute value/5.

Book Description. Create profitable brand strategies by building, measuring, and managing brand equity. Kevin Lane Keller is recognized as one of the international leaders in the study of strategic brand management and integrated marketing communications.

Keller’s market leading strategic brand management book provides insights into profitable brand strategies by building, measuring, and managing brand equity. The Global Edition strengthens relevance by using locally applicable examples that include. Create profitable brand strategies by building, measuring, and managing brand equity This is the eBook of the printed book and may not include any media, website access codes, or print supplements that may come packaged with the bound : 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. Managing Brand Equity Hardcover – Jan.

1 by David A. Aaker (Author) out of 5 stars 17 ratings. See all 5 formats and editions Hide other formats and editions. Amazon Price New from Used from Kindle Edition "Please retry" CDN$ /5(17). brand value proposition, managing brand portfolios, cobranding, brand repositioning, brand extensions, brand valuation, and the legal aspects of protecting the brand.

Clear, succinct, and practical, Strategic Brand Management is the definitive text on building strong brands. Paperback: pages Publisher: Cerebellum Press (Decem ). 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 3/5.

Brand management focuses on short-term financial gain, while brand leadership focuses on brand equity measures. The former is a limited focus, while the latter is quite broad. Classic brand management includes simple brand structures and single products and markets, while brand leadership uses complex brand architecture across multiple products 7/10().

Type to search and hit enter Log In. Managing Brand Equity | 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 : Free Press.

Building Strong Brands | 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 : Free Press.

Buy the eBook Managing Brand Equity by David A. Aaker online from Australia's leading online eBook store. Download eBooks from Booktopia : Ebook. Defining, measuring and managing brand equity Our call for papers was in response to the numerous unanswered questions on brand equity (Christodoulides and de Chernatony, ) despite extensive.

OCLC Number: Notes: Summary of a Marketing Science Institute Conference held March, in Austin, TX. "May " Description: 32 leaves ; 29 cm.

Managing Brand Equity by David A. Aaker,available at Book Depository with free delivery worldwide.4/5(). Additional Physical Format: Online version: Maltz, Eliot. Managing brand equity.

Cambridge, Mass.: Marketing Science Institute, © (OCoLC)For courses in brand management. Create profitable brand strategies by building, measuring, and managing brand equity Strategic Brand Management: Building, Measuring, and Managing Brand Equity looks at branding from the perspective of the consumer, and provides a framework that identifies, defines, and measures brand equity.

Using insight from both academics and industry practitioners. management of brand equity is also offered. The following discussion focuses on the concepts of brand equity and added value as they relate to the brand construct itself. Brand equity An attempt to define the relationship between customers and brands produced the term ‘‘brand equity’’ in the marketing literature.

The concept of brand.