David A. Aaker is the Vice-Chairman of Prophet, Professor Emeritus of Marketing Strategy at the Haas School of Business, University of California at Berkeley, Advisor to Dentsu, Inc., and a recognized authority on brands and brand management. The winner of the Paul D. Converse Award for outstanding contributions to the development of the science of marketing and the Vijay Mahajan Award for Career Contributions to Marketing Strategy, he has published more than ninety articles and eleven books, including Strategic Market Management, Managing Brand Equity, Building Strong Brands, and Brand Leadership (coauthored with Eric Joachimsthaler).
Robert A. Lutz President and Chief Operating Officer, Chrysler
Corporation A failure to maintain strong brands is one of the key
reasons the American auto industry encountered a "lost generation"
of customers in the 1970"s and 1980"s. And one of our fundamental
problems was mistaking "brand identity" (what we wanted to be) for
"brand image" (what we really were)--just one of the many issues
explored in this insightful book. Every American company could
benefit from the kind of soul-searching about brands that Professor
Aaker advocates.
Joe Weller Chairman and Chief Executive Officer, Nestle USA, Inc.
Managing Brand Equity established the baseline. This book builds on
that solid foundation.
Joseph W. Tripoli Senior Vice President, Global Marketing, Products
and Services, MasterCard International Incorporated Rarely is the
sequel as good as the original. This time it's better! With
compelling case studies and insightful discussion, Aaker extends
the concepts put forth in Managing Brand Equity to create the first
true owner's manual for brand managers. Aaker is the brand name in
brand management!
Tom Peters Author of The Pursuit of WOW! A
masterpiece...sophisticated, practical, and readable. It applies to
the Big Guys....and makes sense for start-ups as well. Brand
loyalty is anything but dead: Believe it!
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