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David A. Aaker and Erich Joachimsthaler
Brand Leadership
Building Assets in the Information Society
Free Press, 2000
What's inside?
If you want your brand to dominate the marketplace, you can make it a leader by brand management — but you have to be a leader first.
Recommendation
David A. Aaker and Erich Joachimsthaler flex their marketing muscles in this exhaustive treatise on global brand creation. But although the authors clearly know an enormous amount about building the perfect branding campaign, their book suffers from a patina of academia that makes it read like a textbook. The book has a multitude of marketing insights to offer and it cites plenty of real-life business examples, so getAbstract thinks you’ll gain much by sticking with it if you are in marketing or public relations. But the next time the authors expound on their methods for making products memorable, accessible and likeable, we hope they spare a tender thought for their own worthy book.
Summary
About the Authors
David A. Aaker is vice chairman of Prophet Brand Strategy and professor emeritus of marketing at The Haas School of Business, University of California, Berkeley. He is the author of the best-selling books,Managing Brand Equity and Building Strong Brands. Erich Joachimsthaler is CEO of The Brand Leadership Company, a strategy- consulting and management-education firm.
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