Language: English
Title: Brand Leadership
Authors: David A. Aaker & Erich Joachimsthaler
Pages: 351
ISBN: 0-7432-0767-X
Years: 2000
Nature of the books: Branding, Marketing, Brand Architecture
_______________________________________
How do I come across the book?
I read it when I first join FMCG industry (my ex company) as a branding executive; I was told this is a marketer’s bible. Every marketer will have to read this book as a basic requirement to enter the world of branding; and it is true. I bought it in MPH for RM89! (Pretty expensive!) Anyway, it is a good book if you wish to understand book about branding.
How do I find this book?
This is a good book for marketer. This is also a good book to read to understand more about branding. There no panacea for branding of a product because branding is an art and science combine. This book will give you many chart, process, and model for an effective branding and very helpful if you are into product branding. Some of the sharing as below…
How has it helped me in my life, work or any others…?
It’s a wonderful ‘dictionary’ to me until now!
Title: Brand Leadership
Authors: David A. Aaker & Erich Joachimsthaler
Pages: 351
ISBN: 0-7432-0767-X
Years: 2000
Nature of the books: Branding, Marketing, Brand Architecture
_______________________________________
How do I come across the book?
I read it when I first join FMCG industry (my ex company) as a branding executive; I was told this is a marketer’s bible. Every marketer will have to read this book as a basic requirement to enter the world of branding; and it is true. I bought it in MPH for RM89! (Pretty expensive!) Anyway, it is a good book if you wish to understand book about branding.
How do I find this book?
This is a good book for marketer. This is also a good book to read to understand more about branding. There no panacea for branding of a product because branding is an art and science combine. This book will give you many chart, process, and model for an effective branding and very helpful if you are into product branding. Some of the sharing as below…
…Brand Identity Planning Model…Too many brands drift aimlessly and appear for nothing in particular. They always seem to be shouting price, on sale, attached to some deal, or engaging in promiscuous channel expansion – symptoms of a lack of integrity. ..Page 40…
…Strategic Brand analysis always starts with 3Cs, Customer, Competitors, and Self Analysis…Page 41…
…Brand building involves multiple touch point and not only advertising…page 42…
…There are many way to handle a brand, and they are…House of Brand, Endorsed Brand, Sub brands under Master Brand, A Branded House…Page 105…
…A brand drives purchase decision and defines the use experience. A brand with a driver role will have some level of loyalty; customer would be less comfortable with the product if the brand were missing…page 143…
…Successful brand architecture makes a range of offerings clear both to the customer and to those inside the organization. Having a logical hierarchy structure among sub brands helps generate the clarity…page 146…
…Strategic Brand analysis always starts with 3Cs, Customer, Competitors, and Self Analysis…Page 41…
…Brand building involves multiple touch point and not only advertising…page 42…
…There are many way to handle a brand, and they are…House of Brand, Endorsed Brand, Sub brands under Master Brand, A Branded House…Page 105…
…A brand drives purchase decision and defines the use experience. A brand with a driver role will have some level of loyalty; customer would be less comfortable with the product if the brand were missing…page 143…
…Successful brand architecture makes a range of offerings clear both to the customer and to those inside the organization. Having a logical hierarchy structure among sub brands helps generate the clarity…page 146…
How has it helped me in my life, work or any others…?
It’s a wonderful ‘dictionary’ to me until now!
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