by David A. Aaker, E. Joachimsthaler · Editorial Planeta Colombiana S.A. · Tapa dura · ISBN 9788423423873
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«Liderazgo de marca» is the brand management book by David A. Aaker and Erich Joachimsthaler, published in 2006 (355 pages, in Spanish).
Building and managing a brand is not enough: strategic leadership is needed to permeate the culture, structure, and systems of the organization. It explains how to define brand identity, design its architecture, and expand its reach through sponsorships and the internet, drawing on cases such as Nike, Adidas, or MasterCard.
The original title is «Brand Leadership: The Next Level of the Brand Revolution» (2000). The Spanish edition is part of the Líderes del Management collection.
For marketing professionals, executives, and brand managers who want to apply a strategic approach to 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.
