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 system pioneered by Procter & Gamble. This fundamental shift involves nothing less than a revolution in organizational structure, systems, and culture -- as the authors demonstrate with hundreds of case studies from companies such as Polo Ralph Lauren, Virgin Airlines, Adidas, GE, Marriott, IBM, McDonald's, Maggi, and Swatch. This immensely readable book provides the brand management team with the capability to:
Like David Aaker's two previous bestselling books, "Brand Leadership" will be essential reading for line executives and brand managers in market-driven firms worldwide.
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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 system pioneered by Procter & Gamble. This fundamental shift involves nothing less than a revolution in organizational structure, systems, and culture -- as the authors demonstrate with hundreds of case studies from companies such as Polo Ralph Lauren, Virgin Airlines, Adidas, GE, Marriott, IBM, McDonald's, Maggi, and Swatch. This immensely readable book provides the brand management team with the capability to:
Like David Aaker's two previous bestselling books, "Brand Leadership" will be essential reading for line executives and brand managers in market-driven firms worldwide.
Imprint | The Free Press |
Country of origin | United States |
Release date | April 2009 |
Availability | Expected to ship within 10 - 15 working days |
First published | April 2009 |
Authors | David A. Aaker, Erich Joachimsthaler |
Dimensions | 230 x 152 x 22mm (L x W x T) |
Format | Paperback - Trade |
Pages | 350 |
ISBN-13 | 978-1-4391-7291-9 |
Barcode | 9781439172919 |
Categories | |
LSN | 1-4391-7291-9 |