Dennis CarterVice President, Intel CorporationA superb framework
for dealing with the incredible complexity we brand managers face,
particularly the implications of the link between the business
strategy and brand, a link too often overlooked.
Hans-Georg BrehmBrand Management, Mercedes-BenzA step ahead in the
new world of complex brand architectures.
John QuelchDean, London Business SchoolSolid advice for firms
facing global brand challenges.
Joseph V. TripodiChief Marketing Officer, SeagramAaker and
Joachimsthaler give all brand stewards the hope that by mastering
these principles their own brands will reach new, exalted heights.
This book is PRICELESS!
Peter A. GeorgescuChairman and CEO, Young & Rubicam Inc.An
excellent tool for anyone who really wants to understand the art
and science of brand building. Clear and dynamic examples
illustrate key brand drivers and make complex brand theory easy to
understand.
Peter Sealey, Ph.D.Co-Director, Center for Marketing and
Technology, University of California-Berkeley, former global
marketing director, The Coca-Cola CompanyWhat Frederick W. Taylor
did for scientific management and Peter F. Drucker did for the
concept of management, Aaker has done for our understanding of
brands. Now, in collaboration with Erich Joachimsthaler, he has
taken that life's work to a new level of perception, insight, and
sophistication. "Brand Leadership" is a highly needed roadmap for
the multi-brand marketer which is as up-to-date as tomorrow morning
with chapters on how to incorporate sponsorships and the
Internet.
Tom Petersauthor of "The Circle of Innovation""Branding" is the
hottest term in business. For good reason. And, simply, there is a
"brand" in the thinking about this topic. Namely, David Aaker. The
new book is not a "line extension" It is an original. This is "it"
on branding. Read it...or else.
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