Brand Leadership

by David A. Aaker and Erich Joachimsthaler

Book Overview

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 by Brandweek as "the dean of... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 0684839245
• ISBN13: 9780684839240
• Release Date: March 2000
• Publisher: Free Press
• Length: 368 Pages
• Weight: 1.35 lbs.
• Dimensions: 1.1" x 6.4" x 9.7"

Customer Reviews

brand strategy

I do brand strategy and this has provided some truly valuable industry insights; in fact it was respected as the marketing bible at one of the advertising agencies I worked.

this is the brand bible

I found this book very useful with a methodology that every company can follow. I especially appreciated the brand leadership model compared to the classic band management model, the good explanation of the concept of brand equity, the brand leadership tasks and the crm model where it is perfectly explained the relationship between the brand and the customer's self concept. It is more then a book it is a paradigm but if you don't have time don't buy the book you will not be able to read it during the week end

Something totally new!

"I am absolutely amazed at what I have learned from David Aaker and Erich Joachimsthaler! I wanted to thank them for the clarity of the book and the user friendliness. This book is a new perspective on understanding what a brand should stand for, how brands and sub-brands should co-exist and how to communicate the brand to consumers. This is something totally new!"

The Essential Branding Mentor

The "leading global brand" in branding methods and approaches, David Aaker, continues to provide innovative and leading-edge contributions to the field with this latest book Brand Leadership. Building on the Aaker methodology, the authors David Aaker and Erich Joachimsthaler, along with their supporting team, have produced a masterpiece.Brand Leadership advances the previous works (eg. Managing Brand Equity- 1991; Building Strong Brands - 1996) and includes key guidelines for Branding on the Web. I find the book to be very organized and concise. It is also highly accessible and user friendly. It is quite an accomplishment and an ESSENTIAL read for those most serious and aspiring towards excellence in branding and holistic marketing. I thought the book in particular:1. Demonstrates that marketing is, or should be, a practice of many inter-related disciplines (or sub-disciplines if you will) and processes.2. It articulates that the marketing discipline as a whole, can not be achieved by giving someone a "quick and dirty" template to read. It is a science as well as an art that requires experience, knowledge and judgement. The fast track to excellence in marketing does not exist via a quick technique. Marketing is a system, a holistic management process consisting of many distinct disciplines.3. Gives an excellent map of the Brand-Relationship Spectrum.4. Provides much needed balance and insight on addressing Branding on the Web. So concise. So accurate. So relevant.5. Gives a wonderful and insightful view into contemporary sponsorship.I would add that what is so relevant about the book, which is characteristic of the series particularly within the last two of the brand trilogy, is that it discusses where firms run into problems. Knowing what to avoid is as important as knowing what one needs to do. It is essential for keeping execution and strategy in alignment. Brand Leadership is based on solid experience and research in the field. The book will go a long way in helping those managers who are wise enough to learn from it.Highly recommend you purchase all of the books in the trilogy, as they strongly complement and support each other.

Brand equity updated for the information age ...

Best branding book I've read since building brand equity! Aaker and Joachimsthaler continue in the best traditions of Aaker's previous books - authoritative, practical, pertinent and readable - and all in the context of the information revolution that is shaking our world. The authors have a gift for distilling the complex issue of brand building and extension into simple - almost obvious - insights. I constantly found myself saying "Ah, I see. Why didn't I see that before!" Examples and case studies reinforce and explain throughout - they helped me learn form others experience and grasp the real world implications of the branding concepts in the book. Last, and most importantly, it's a practical guide for working marketing and business people - not just an academic exercise. These guys lead the pack by a long way when it comes to branding!