Replacing classic, tactically oriented brand management with an emerging paradigm of strategic brand leadership
9/18/2000
Aaker and Joachimsthaler know about the creation and management of brands. Professors as well as consultants and prodigious authors, each has established his expertise in distilling complicated branding concepts into smart, useful models for managers. In Brand Leadership they join to present a multidimensional approach to replacing classic, tactically oriented brand management with an emerging paradigm of strategic brand leadership. The book extends the concept of brand identity; explaining how brands should relate to each other and how to move beyond advertising to build brands effectively, it also outlines methods for managing brands in a global setting.