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Product Review: Managing Brand Equity

Introduction

Managing Brand Equity: Capitalizing on the Value of a Brand Name is a comprehensive book that delves deep into
the intricacies of brand management and emphasizes the significant role a strong brand name plays in business
success. This book is a must-read for anyone involved in marketing and branding.

Content and Insights

The book provides valuable insights into how to identify, build, leverage, and protect the brand equity. It
offers a step-by-step guide on strategies that businesses can adopt to create a strong brand image. The author’s
expertise is evident throughout the book, and the concepts are explained in a clear and concise manner,
making it easy for readers to understand and implement.

Highlights

• Thorough understanding of brand equity.
• Real-world examples to illustrate concepts.
• Actionable strategies for brand management.
• Insights into creating brand loyalty.
• Effective methods to measure brand value.

Conclusion

In conclusion, Managing Brand Equity is an essential read for professionals involved in brand management. The
book provides valuable knowledge and practical guidance on building and capitalizing on brand equity. It is a
comprehensive resource that will help businesses strengthen their brand presence and drive market success.

FAQs

Q: Who should read this book?

A: This book is highly recommended for marketing professionals, brand managers, entrepreneurs, and anyone
seeking to enhance their understanding of brand equity and its impact on business performance.

Q: Is this book suitable for beginners?

A: While some prior knowledge of marketing concepts may be helpful, the book does an excellent job of
explaining the fundamentals. Beginners with a keen interest in branding will find valuable information and
actionable strategies within its pages.

Q: Are there any practical exercises included?

A: Yes, the book includes practical exercises and case studies that allow readers to apply the concepts to real
business scenarios. These exercises reinforce the learnings and help in the practical implementation of the
strategies discussed.

The most important assets of any business are intangible: its company name, brands, symbols and slogans and their underlying association, perceived quality, name awareness, and customer base. These assets, which comprise brand equity, are a primary source of competitive advantage and future earnings, contends David Aaker, a national authority on branding. Yet, research shows that managers cannot identify with confidence their brand associations, level of consumer awareness, or degree of customer loyalty. Moreover, in the last decade, managers desperate for short-term financial results have often unwittingly damaged their brands through price promotions and unwise brand extensions, causing irreversible deterioration of the value of the brand name. In an examination of the phenomenon of brand equity, Aaker provides a 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. The author opens each chapter with an historical analysis of either the success or failure of a particular company’s attempt at building brand equity: the fascinating ivory soap story; the transformation of Datsun to Nissan; the decline of Schlitz beer; the making of the Ford Taurus; and others. Finally, with dozens of additional real company examples, Aaker shows how to avoid the temptation to place short-term performance before the health of the brand and, instead, to manage brands strategically by creating, developing, and exploiting each of the five assets in turn.

Publisher ‏ : ‎ Jossey Bass; Illustrated edition (1 Sept. 1991)
Language ‏ : ‎ English
Hardcover ‏ : ‎ 224 pages
ISBN-10 ‏ : ‎ 0029001013
ISBN-13 ‏ : ‎ 978-0029001011
Dimensions ‏ : ‎ 15.56 x 2.79 x 23.5 cm

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