Brand Leadership

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A dozen management fads have come and gone in the past decade, but brand equity, first explored by David Aaker in the late 1980s, has exploded in importance. Recognized as a leading figure in the brand-equity movement, Aaker prepares managers for the next level of the brand revolution—brand leadership. For the first time, Aaker and coauthor Erich Joachimsthaler describe how the emerging paradigm of strategic brand leadership is replacing the classic brand management system. This shift involves a revolution in organizational structure, systems, and culture, demonstrated through hundreds of case studies from companies like Polo Ralph Lauren, Virgin Airlines, Adidas, and McDonald's. The book equips brand management teams with the capability to create and elaborate brand identities, utilize the brand relationship spectrum to form effective brand architectures, identify customer "sweet spots," and leverage the Internet and sponsorship for better brand resource management. It also addresses the four imperatives of global brand management. Like Aaker's previous bestselling works, this book is essential reading for line executives and brand managers in market-driven firms worldwide.