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- Herausgeber: Business Book Summaries
- Kategorie: Fachliteratur
- Sprache: Englisch
The must-read summary of David Aaker's book: "Building Strong Brands: How the Best Brand Managers Build Brand Equity".
This summary of the ideas from David Aaker's book "Build Strong Brands" shows that a strong brand creates customer interest and loyalty, and can be an organization’s most valuable strategic asset. In fact, brand equity is historical – the current brand image is derived from actions previously taken. Therefore, the process of adding value to a brand so that it has greater equity in the future is termed a brand identity program. Through the integration of additional product attributes, organizational attributes, personality characteristics and visual imagery, including symbols, the brand identity program adds value to the brand in the future. In essence this summary highlights that a strong brand is the strategic asset which holds the key to the long-term performance of any organization; any initiative focused on building the value of the brand is integral to the long-term viability of the organization itself.
Added-value of this summary:
• Save time
• Understand the key concepts
• Increase your business knowledge
To learn more, read "Building Strong Brands" and discover a useful book to develop successful organizations.
Das E-Book können Sie in Legimi-Apps oder einer beliebigen App lesen, die das folgende Format unterstützen:
Seitenzahl: 28
Veröffentlichungsjahr: 2013
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Book Presentation: Building Strong Brands by David Aaker
Summary of Building Strong Brands (David Aaker)
Book Presentation: Building Strong Brands by David Aaker
Book Abstract
A strong brand creates customer interest and loyalty, and can be an organization’s most valuable strategic asset.
Brand equity is historical – the current brand image is derived from actions previously taken. The process of adding value to a brand so that it has greater equity in the future is termed a brand identity program. Brand identity is built on the foundation of the value proposition – what the product offers and how well it delivers on that promise. The value proposition is then enhanced through the integration of additional product attributes, organizational attributes, personality characteristics and visual imagery, including symbols. All of these factors come together in the brand identity program to add value to the brand in the future.
A brand nurturing organization will then integrate the various brand identity programs under its control into a brand system. In a brand system, overlaps between various brands can be eliminated, clarity can be enhanced and synergy can be created as brands work together to achieve leverage.
In essence, since a strong brand is the strategic asset which holds the key to the long-term performance of any organization, any initiative focused on building the value of the brand is integral to the long-term viability of the organization itself.
Important Note About This Ebook
This is a summary and not a critique or a review of the book. It does not offer judgment or opinion on the content of the book. This summary may not be organized chapter-wise but is an overview of the main ideas, viewpoints and arguments from the book as a whole. This means that the organization of this summary is not a representation of the book.
Summary of Building Strong Brands (David Aaker)
Rule #1. Have an identity for each brand – different and distinctive from its equity.
Main Idea
Brand equity (or image) is historical – how a product or service is currently perceived in the marketplace. It is derived from:
Awareness of the brand.Loyalty to the brand by existing customers.Perceived quality of the brand.Associations with other valued brands.Competitive advantages.Brand identity, by contrast, is aspirational – how the owner would like that brand to be perceived in the future, in terms of:
Product attributes.Organizational attributes.Personality.Visual imagery.Supporting Ideas
Brand equity is the total added value derived from five distinct factors, each of which drives the brand’s value proposition:
The value of a brand is a flow-on effect from its basic value proposition. For any product or service, a value proposition will have five key elements:
Awareness – The familiarity and mental image of that brand already existing in the mind of the consumer as a result of past experience.Loyalty – The likelihood a consumer will buy in the future because of favorable experience in the past.Quality – The perception of the consumer that products or services using that brand will perform better and deliver a better user experience than others.Associations – The other brands consumers consider to be in the same peer group, or influential users consumers would like to emulate.Competitive Advantages – Any proprietary benefits the brand can deliver uniquely within that field.
