Brand Leadership: Building Assets In an Information Economy (English Edition)

网友对Brand Leadership: Building Assets In an Information Economy (English Edition)的评论

内容暂无缺点，纸张很差（手感粗糙，切边粗糙）

Good read. Great book to have an read if you are a marketing person, entrepreneur or looking to be promoted within your company in branding, strategic planning or marketing.

Definitely worth reading. Even though some examples could be old, they are still inspiring. A must-read source of branding related issues.

I'll save you some effort. Read the first five chapters of this book and stop. Aaker is the king of brand equity and successful strategies for organizing and developing brands but he also has a knack for being a bit long-winded.
Don't get me wrong. The guy's a genius and the world of marketing is much the better for having him (and Joachimsthaler) around. However, in Management Communications at Business School they teach you to know your audience. There's a reason most business books are 160-220 pages. Business leaders don't have time to spend 12-15 hours reading texts. Aaker ignores this fact when offering the 330-page "Brand Leadership."
That being said it's a great book for the frameworks and approaches it provides. Aaker truly is one of the elite few that really rises above the clutter in offering marketing insights to today's manager. Unfortunately like Michael Porter with Strategy, he feels that this level of insight affords the right to pontificate beyond the attention span of most managers.
His theories on brand identity, brand architecture, and brand equity are invaluable though and for this reason the book is well worth the money and time. Particularly outstanding is the chapter on Brand Architecture which provides a stark contrast to the "focus" theories of Ries & Trout.
Shortcuts:
Chapter 6 -- Discusses Nike-Adidas market dynamics. Least interesting chapter in the book.
Chapter 7 -- Addresses sponsorships and is fairly interesting and useful for today's marketing manager. If you really enjoy Chapter's 1-5 then give 7 a go as well.
Chapter 8 -- If you recognize the names Fast Company, Business 2.0, Red Herring, or The Industry Standard, this chapter on the role of webs in building brands is not neccesary.
Chapter 9 -- Pretty good chapter on building brands beyond advertising, but only if you have a couple hours to spare. By the end of the book this chapter felt like miles 16-25 of a marathon.
Chapter 10 -- Read "The Lure of Global Brands" from the 12/99 Harvard Business Review as a substitute. More condensed and effective.
Five star (and then some) book if edited down to 200 pages.

Brand Leadership could be described as an extension of the ideas that Aaker began to formulate in Building Strong Brands. The addition that I found most useful is the inclusion of brand essence within his revised model of the Brand Identity System. Aaker's BIS offers a clear method for developing and managing brand associations according to meaningful categories.

The reason that essence (in so far as Aaker explains it) seems valuable is because it takes into account the brand's relation to those within the organisation. Authors like Nicholas Ind have also done a good job of advancing such ideas, but Aaker's approach still makes sense to me because it is simple and internal branding is not abstracted from the customer facing brand strategy.

Obviously the market has transitioned since the publication of this work, much of which relates to changing trends in social media underpinned by the internet. Nonetheless, Brand Leadership offers a solid foundation based on the well thought through research of a man who can only but be described as one of the leading thinkers in the branding world. The book also provides a good strategic method, particularly if you are trying to develop a new brand. I have found that clients who are not too familiar with brand development processes always respond favorably to the clarity that Aaker's model offers particularly since links between the business and brand strategy can be made so effectively.

Before reading Brand Leadership, I read Strategic Market Management (Strategic Market Managment). Personally I found that this book helped me understand the relationship between business and brand strategy more clearly and again it offers a clear working model.

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