Brand Leadership

With coauthor Erich Joachimsthaler, Aaker takes brand management to the next level--strategic brand leadership. Required reading for every marketing manager is the authors` conceptualization of brand architecture --how multiple brands relate to each other--and their insights on the hot new area of Internet branding. Drawing on more than 300 case studies of brand strategy from leading firms such as Polo Ralph Lauren, Virgin Airlines, and General Electric, the authors break new ground by considering brand management in the context of the global economy. Copyright (C) Muze Inc. 2005. For personal use only. All rights reserved.