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    Brand-Leadership (Review and Analysis of Aaker and Joachimsthaler's Book)
    Brand-Leadership (Review and Analysis of Aaker and Joachimsthaler's Book)
    Brand-Leadership (Review and Analysis of Aaker and Joachimsthaler's Book)
    Ebook44 pages58 minutes

    Brand-Leadership (Review and Analysis of Aaker and Joachimsthaler's Book)

    By BusinessNews Publishing

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    About this ebook

    The must-read summary of David Aaker and Erich Joachimsthaler's book: "Brand-Leadership: The Evolving Paradigm".

    This complete summary of the ideas from David Aaker and Erich Joachimsthaler's book "Brand-Leadership" shows that creating and progressively building strong brands is an important commercial activity for most business enterprises. However, the way that strong brands are built is rapidly changing and evolving. A new paradigm is emerging in which achieving brand leadership is becoming more important than simply building brand equity. In fact, the paradigm for brand building is evolving from the tactical and reactive approach of traditional brand management to the much more strategic and visionary brand leadership approach. 

    Added-value of this summary: 
    • Save time 
    • Understand the key concepts 
    • Increase your business knowledge 

    To learn more, read "Brand-Leadership" and discover how to overcome and address the challenges brought by today’s new brand paradigm.
    LanguageEnglish
    PublisherBusiness Book Summaries
    Release dateFeb 15, 2013
    ISBN9782806239914
    Brand-Leadership (Review and Analysis of Aaker and Joachimsthaler's Book)

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      Book preview

      Brand-Leadership (Review and Analysis of Aaker and Joachimsthaler's Book) - BusinessNews Publishing

      Book Presentation:

      Brand Leadership by David Aaker and Erich Joachimsthaler

      Summary of Brand Leadership

      (David Aaker and Erich Joachimsthaler)

      Book Abstract

      MAIN IDEA

      Creating and progressively building strong brands is an important commercial activity for most business enterprises since:

      Brands are important and substantial financial assets that add significantly to the market value of the overall commercial entity.

      Brands that are well positioned can deliver sustainable competitive advantages – allowing firms to differentiate themselves.

      Brands enhance profitability – they allow companies to sell products and services at prices higher than the prevailing market rate.

      For all that, however, the way that strong brands are built is rapidly changing and evolving. A new paradigm is emerging in which achieving brand leadership is becoming more important than simply building brand equity.

      To succeed in building brand leadership, a business must overcome and address four key challenges:

      In effect, the paradigm for brand building is evolving from the tactical and reactive approach of traditional brand management to the much more strategic and visionary brand leadership approach. Similarly, the focus of brand building is evolving from a limited single market scope to a much broader and more complex multiple market focus embracing the global perspective. And, at the same time, the key driver of brand strategy is evolving from measures like sales or market share to a better long-term metric, brand identity.

      About the Author

      DAVID AAKER is Vice-Chairman of

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