bebooks.pl

Brand Leadership David A. Aaker

Stan

Książka wygląda jak nowa.

O książce

Kolejna książka "guru" brandingu. Oprócz podstawowych zagadnień, takich jak: definicja marki, budowa jej tożsamości i wizerunku oraz mierzenie kapitału marki, autorzy omawiają strategie zarządzana portfelem marek i sposoby budowania kapitału marki w Internecie.

Książka polecana wszystkim, którzy interesują się tematyką brandingu.

Spis treści

Preface

Part I: Introduction

1. Brand Leadership - The New Imperative

Brand Management - The Classic Model
Brand Leadership - The New Imperative
Brand Building Pays Off
Brand Leadership Tasks
The Plan of This Book

Part II: Brand Identity

2. Brand Identity - The Cornerstone of Brand Strategy

The Story of Virgin Atlantic Airways
The Brand Identity Planning Model
On Developing a Brand Identity System - Avoiding Common Mistakes

3. Clarifying and Elaborating the Brand Identity

Defining Leadership
Defining Brand Personality - The L.L. Bean Story
Identity Elaboration Exercises
Identity-Supporting Program Audit
Identity Role Model Identification
Visual Metaphor Development
Brand Identity Prioritization
Presenting the Elaborated Identity
The Brand Identity Revisited

Part III: Brand Architecture: Achieving Clarity, Synergy, and Leverage

4. The Brand Relationship Spectrum

The GE Appliance Story
The Marriott Story
Designing the Architecture - Endorsers and
Subbrands
Linking Brands - The Brand Relationship
Spectrum
A House of Brands
Endorsed Brands
Subbrands
A Branded House
Selecting the Right Position in the Brand Relationship Spectrum

5. Brand Architecture

The Polo Ralph Lauren Story
Market Complexity, Brand Confusion, and Brand Architecture
What Is Brand Architecture?
Extending the Range of a Brand
The Brand Architecture Audit

Part IV: Building Brands: Beyond Advertising

6.Adidas and Nike - Lessons in Building Brands

Adidas - The Growth Period
The Nike Story
Good Morning, Adidas
Creating a Brand-Building Focus Around the Adidas Brand Identity
The Lessons

7. Building Brands - The Role of Sponsorship

The MasterCard World Cup Sponsorship Story
How Sponsorship Builds Brands
What Can Go Wrong
The Seven Keys of Effective Sponsorships

8. Building Brands - The Role of the Web

Unique Characteristics of the Web
Brand Building on the Web
Brand-Building Web Sites
Advertising and Sponsored Content

9. Building Brands - Beyond Media Advertising

The Brand-Building Task
Building Brands - Some Role Models from Europe
Brand Building Without Advertising - Some Guidelines

PART V: Organizing for Brand Leadership

10. Global Brand Leadership - Not Global Brands

McDonald's in Europe
Global Brands
Global Brand Leadership, Not Global Brands
Sharing Insights and Best Practices
A Common Global Brand Planning Process
Assigning Responsibility to Create Cross-Country
Synergy
A System to Deliver Brand-Building Brilliance
Toward a Global Brand

Endnotes
Index
About the Authors