<p>An exploration of strategic brand leadership uses hundreds of studies of leading firms, including General Electric, to show the strategic potential of brand management in a world-based economy.</p>

Brand Leadership: The Next Level of the Brand Revolution

Business & Money

Aaker, David A.

Joachimsthaler, Erich

Marketing & Sales

Free Press

Brand Leadership: Building Assets in an Information Economy

<p>Companies must innovate to grow, but they often forget to look beyond their own brands. Take Sony, for example. Its success with consumer innovations like the Walkman blinded it to obvious changes in how, when, and where people wanted their music. Apple capitalized on those changes in demand with the iPod, providing a new way of listening to music and of managing one’s entire music library.<br><br>This book explains how you can spot these opportunities that are hidden in plain sight. It introduces the demand-first innovation and growth model that will show you how to become an unbiased observer of people’s consumption and usage behaviors. Refining this skill helps companies generate organic growth through new products, services, solutions, and experiences that truly enhance peoples’ lives. Revealing the innovative processes of such organizations as BMW, Proctor and Gamble, GE Healthcare, and Frito-Lay, Hidden in Plain Sight offers you a new approach to identifying and executing your company’s growth strategy.</p>

Hidden in Plain Sight: How to Find and Execute Your Company's Next Big Growth Strategy

Management & Leadership

Harvard Business Review Press

<p>A dozen management fads have come and gone in the past decade, but brand equity, first explored by David Aaker in the late 1980s, has exploded in importance. Recognized by <i>Brandweek</i> as "the dean of the brand-equity movement," Aaker now prepares managers for the next level of the brand revolution -- brand leadership.<br><br>For the first time, Aaker and coauthor Erich Joachimsthaler describe how the emerging paradigm of strategic brand leadership is replacing the classic, tactically oriented brand management system pioneered by Procter &amp; Gamble. This fundamental shift involves nothing less than a revolution in organizational structure, systems, and culture -- as the authors demonstrate with hundreds of case studies from companies such as Polo Ralph Lauren, Virgin Airlines, Adidas, GE, Marriott, IBM, McDonald's, Maggi, and Swatch. This immensely readable book provides the brand management team with the capability to:<br><br></p>
<ul>
<br><li>Create and elaborate brand identities (what should the brand stand for)<br><br>
</li>
<li>Use the brand relationship spectrum, a powerful tool to harness subbrands and endorsed brands to form brand architectures that create clarity, synergy and leveraged assets<br><br>
</li>
<li>Identify the customer "sweet spot" and the driving idea that will move brand-building efforts beyond advertising to break out of the clutter<br><br>
</li>
<li>Use the Internet and sponsorship to make brands resources work more effectively<br><br>
</li>
<li>Address the four imperatives of global brand management<br>
</li>
</ul>
<br><br>Like David Aaker's two previous bestselling books, <i>Brand Leadership</i> will be essential reading for line executives and brand managers in market-driven firms worldwide.

Brand Leadership: Building Assets In an Information Economy

<p><div><b>Learn how the most successful businesses are creating value and igniting smart growth in a fast-paced, competitive market.</b></div> <div><b><br /></b></div> <div>Most businesses today focus on competition and disruption instead of collaboration, participation, and engagement. They focus on transactions instead of interactions. They seek to optimize or extract value rather than share it. They build assets and thrive on enormous scale, huge distribution networks, and brand recognition. But then along comes a rival that doesn't care much about your brand and your other assets, and it either rushes past you or mows you down.</div> <div><br /></div> <div>In <i>The Interaction Field</i>, management expert and professor Erich Joachimsthaler explains that the only way to thrive in this environment is through the Interaction Field model. Companies who embrace this model generate, facilitate, and benefit from data exchanges among multiple people and groups -- from customers and stakeholders, but also from those you wouldn't expect to be in the mix, like suppliers, software developers, regulators, and even competitors. And everyone in the field works together to solve big, industry-wide, or complex and unpredictable societal problems.</div> <div><br /></div> <div>The future is going to be about creating value for everyone. Businesses that solve immediate challenges of people today and also the major social and economic challenges of the future are the ones that will survive and grow.</div></p>

The Interaction Field: The Revolutionary New Way to Create Shared Value for Businesses, Customers, and Society

Finance

PublicAffairs

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Books by Joachimsthaler, Erich