商品の説明

The most important assets of any business are intangible: its company name, brands, symbols, and slogans, and their underlying associations, perceived quality, name awareness, customer base, and proprietary resources such as patents, trademarks, and channel relationships. These assets, which comprise brand equity, are a primary source of competitive advantage and future earnings, contends David Aaker, a national authority on branding. Yet, research shows that managers cannot identify with confidence their brand associations, levels of consumer awareness, or degree of customer loyalty. Moreover in the last decade, managers desperate for short-term financial results have often unwittingly damaged their brands through price promotions and unwise brand extensions, causing irreversible deterioration of the value of the brand name. Although several companies, such as Canada Dry and Colgate-Palmolive, have recently created an equity management position to be guardian of the value of brand names, far too few managers, Aaker concludes, really understand the concept of brand equity and how it must be implemented.

In a fascinating and insightful examination of the phenomenon of brand equity, Aaker provides a clear and well-defined structure of the relationship between a brand and its symbol and slogan, as well as each of the five underlying assets, which will clarify for managers exactly how brand equity does contribute value. The author opens each chapter with a historical analysis of either the success or failure of a particular company's attempt at building brand equity: the fascinating Ivory soap story; the transformation of Datsun to Nissan; the decline of Schlitz beer; the making of the Ford Taurus; and others. Finally, citing examples from many other companies, Aaker shows how to avoid the temptation to place short-term performance before the health of the brand and, instead, to manage brands strategically by creating, developing, and exploiting each of the five assets in turn.

商品の詳細

• Amazon.co.jp ランキング: #8246 / 本
• 発売日: 1994-01
• 版型: 単行本
• 404 ページ

内容（「BOOK」データベースより）
持続的な競争優位を実現する最大の経営資産=ブランド。そのエクイティはいかにして創造・維持・防衛され、どのように価値を高めるか。多数の企業に例をとり、その管理の方法と実際を具体的に分析・解説した、斯界の第一人者による最新ブランド・マネジメント論。

内容（「MARC」データベースより）
ブランド・エクイティを創造、維持、防衛するには、積極的に管理する必要がある。多数の企業に例をとり、その管理の方法と実際を具体的に分析・解説。斯界の第一人者によるブランド・マネジメント論。

About the Author
David A. Aaker is the J. Gary Shansby Professor of Marketing Strategy at the University of California at Berkeley. He is the author of over 70 articles and eight books on branding, advertising, and business strategy and is one of the most widely cited authors in the field of marketing today.

カスタマーレビュー

名著なのに訳が．．．．
ブランド百科便覧です。このような戦略をとれ、というよりはこういう時はこのような事を考慮に入れよ、みたいな本です。これを知らなければもぐりという古典的名著ですが、翻訳が悪いです。もったいないです。

「新訳」を求めます
日本でブランド論議が本格的に立ち上がる契機となった重要かつ良い本なのに、訳された日本語がひどすぎる。これほどまでに読者にストレスを与える訳書は珍しい。

編集者と出版社は、責任を持ってきちんとした新訳版を出すべきだと思う。

best book I have ever seen
you can understand all what brand is. You won't regret of spending time on this book. This is a great book.