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Most popular at the top

  • Brand Relevanceby David A. Aaker

    Wiley 2010; US$ 32.95

    Branding guru Aaker shows how to eliminate the competition and become the lead brand in your market This ground-breaking book defines the concept of brand relevance using dozens of case studies-Prius, Whole Foods, Westin, iPad and more-and explains how brand relevance drives market dynamics, which generates opportunities for your brand and threats... more...

  • Managing Brand Equityby David A. Aaker

    Free Press 2009; US$ 35.00

    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. These assets, which comprise brand equity, are a primary source of competitive... more...

  • Brand Portfolio Strategyby David A. Aaker

    Free Press 2009; US$ 30.00

    In this long-awaited book from the world's premier brand expert and author of the seminal work Building Strong Brands, David Aaker shows managers how to construct a brand portfolio strategy that will support a company's business strategy and create relevance, differentiation, energy, leverage, and clarity. Building on case studies of world-class... more...

  • Building Strong Brandsby David A. Aaker

    Free Press 2011; US$ 30.00

    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 advantage. Now, in this compelling new work, Aaker uses real... more...

  • Three Threats to Brand Relevanceby David A. Aaker

    Wiley 2013; US$ 3.99

    "Threats to brand relevance are always lurking around the corner. Your brand is virtually never immune from the risk of fading instead of being energized or being damaged instead of strengthened."— David Aaker From branding guru David Aaker comes Three Threats to Brand Relevance , a provocative new offering in the Jossey-Bass Short Format... more...

  • Brand Leadershipby Erich Joachimsthaler; David A. Aaker

    Free Press 2009; US$ 23.95

    Recognized by Brandweek as "the dean of the brand-equity movement," David Aaker now 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, tactically oriented brand management... more...

  • Marken erfolgreich gestaltenby David Aaker; Florian Stahl; Felix Stöckle

    Springer Fachmedien Wiesbaden 2015; US$ 29.99

    Ein kompakter Überblick über die nützlichsten Konzepte und Methoden für die Entwicklung starker Marken, die sich im Wettbewerb erfolgreich differenzieren. Die 20 Grundsätze basieren auf dem weltweit aktuellsten Wissensstand über Marken, ihre Etablierung und Weiterentwicklung. Sie zeigen die verschiedenen Möglichkeiten auf, die Manager bei der... more...

  • Brand Equity & Advertisingby David A. Aaker; Alexander L. Biel; David A. Aaker; David A. Aaker; Alexander Biel

    Taylor and Francis 2013; US$ 98.95

    The tenth annual Advertising and Consumer Psychology Conference held in San Francisco focused on branding -- a subject generating intense interest both in academia and in the "real world." The principle theory behind these conferences is that much can be gained by joining advertising and marketing professionals with academic researchers in advertising.... more...

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