Aaker on Branding: 20 Principles That Drive Success
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Numar articol:187862133
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Preț:96,00 Lei
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Anuntul a expirat la:22.12.2020, 15:32
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Specificatii
Aaker on Branding presents in a compact form the twenty essential
principles of branding that will lead to the creation of strong
brands. Culled from the six David Aaker brand books and related
publications, these principles provide the broad understanding of
brands, brand strategy, brand portfolios, and brand building that
all business, marketing, and brand strategists should know. Aaker
on Branding is a source for how you create and maintain strong
brands and synergetic brand portfolios. It provides a checklist of
strategies, perspectives, tools, and concepts that represents not
only what you should know but also what action options should be on
the table. When followed, these principles will lead to strong,
enduring brands that both support business strategies going forward
and create coherent and effective brand families. Those now
interested in and involved with branding are faced with information
overload, not only from the Aaker books but from others as well. It
is hard to know what to read and which elements to adapt. There are
a lot of good ideas out there but also some that are inferior, need
updating, or are subject to being misinterpreted and misapplied.
And there are some ideas that, while plausible, are simply wrong if
not dangerous especially if taken literally. Aaker on
Brandingoffers a sense of topic priorities and a roadmap to David
Aaker's books, thinking, and contributions. As it structures the
larger literature of the brand field, it also advances the theory
of branding and the practice of brand management and, by extension,
the practice of business management.
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