Brand Leadership Building Assets In An Information Economy by Aaker, David A. -- Read -- Imperial Library of Trantor

Index

Title Page Copyright Page Contents 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