Brand Leadership

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 Brandweek as "the dean of the brand-equity movement," Aaker now prepares managers for the next level of the brand revolution -- brand leadership.



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 & 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:



* Create and elaborate brand identities (what should the brand stand for)



* 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



* Identify the customer "sweet spot" and the driving idea that will move brand-building efforts beyond advertising to break out of the clutter



* Use the Internet and sponsorship to make brands resources work more effectively



* Address the four imperatives of global brand management



Like David Aaker's two previous bestselling books, Brand Leadership will be essential reading for line executives and brand managers in market-driven firms worldwide.

Contents

Preface

Part I: Introduction

1. Brand Leadership -- The New Imperative

Brand Management -- The Classic Model

Brand Leadership -- The New Imperative

Brand Building Pays Off

Brand Leadership Tasks

The Plan of This Book

Part II: Brand Identity

2. Brand Identity -- The Cornerstone of Brand Strategy

The Story of Virgin Atlantic Airways

The Brand Identity Planning Model

On Developing a Brand Identity System -- Avoiding Common Mistakes

3. Clarifying and Elaborating the Brand Identity

Defining Leadership

Defining Brand Personality -- The L.L. Bean Story

Identity Elaboration Exercises

Identity-Supporting Program Audit

Identity Role Model Identification

Visual Metaphor Development

Brand Identity Prioritization

Presenting the Elaborated Identity

The Brand Identity Revisited

Part III: Brand Architecture: Achieving Clarity, Synergy, and Leverage

4. The Brand Relationship Spectrum

The GE Appliance Story

The Marriott Story

Designing the Architecture -- Endorsers and

Subbrands

Linking Brands -- The Brand Relationship

Spectrum

A House of Brands

Endorsed Brands

Subbrands

A Branded House

Selecting the Right Position in the Brand Relationship Spectrum

5. Brand Architecture

The Polo Ralph Lauren Story

Market Complexity, Brand Confusion, and Brand Architecture

What Is Brand Architecture?

Extending the Range of a Brand

The Brand Architecture Audit

Part IV: Building Brands: Beyond Advertising

6. Adidas and Nike -- Lessons in Building Brands

Adidas -- The Growth Period

The Nike Story

Good Morning, Adidas

Creating a Brand-Building Focus Around the Adidas Brand Identity

The Lessons

7. Building Brands -- The Role of Sponsorship

The MasterCard World Cup Sponsorship Story

How Sponsorship Builds Brands

What Can Go Wrong

The Seven Keys of Effective Sponsorships

8. Building Brands -- The Role of the Web

Unique Characteristics of the Web

Brand Building on the Web

Brand-Building Web Sites

Advertising and Sponsored Content

9. Building Brands -- Beyond Media Advertising

The Brand-Building Task

Building Brands -- Some Role Models from Europe

Brand Building Without Advertising -- Some Guidelines

PART V: Organizing for Brand Leadership

10. Global Brand Leadership -- Not Global Brands

McDonald's in Europe

Global Brands

Global Brand Leadership, Not Global Brands

Sharing Insights and Best Practices

A Common Global Brand Planning Process

Assigning Responsibility to Create Cross-Country

Synergy

A System to Deliver Brand-Building Brilliance

Toward a Global Brand

Endnotes

Index

About the Authors