by David A. Aaker, Erich Joachimsthaler · Free Press · tapa dura · ISBN 9780684839240
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«Brand Leadership» is the brand management essay by David A. Aaker and Erich Joachimsthaler, published by Free Press in hardback (368 pages, in English).
It analyses the shift from tactical brand management to strategic leadership with hundreds of cases from companies such as Virgin, Adidas and General Electric. It proposes building clear brand identities and architectures, employing the brand relationship spectrum, and using sponsorship and the internet to overcome advertising saturation.
Subtitled «The Next Level of the Brand Revolution», the work was published on 6 March 2000. The edition includes bibliographic references (pp. 331-335) and an index.
A reference work for executives, brand managers and marketing professionals interested in strategic brand management.
David Allen Aaker is an American organizational theorist, consultant and Professor Emeritus at the University of California, Berkeley's Haas School of Business, a specialist in marketing with a focus on brand strategy. He serves as Vice Chairman of the San Francisco-based growth consulting company Prophet.
