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David Aaker – Managementul Capitalului Unui Brand. Report. Post on Apr- Views. Category: Documents. Downloads. 14 I’ stimulatoare, Dintre cei care au citit pasaje mari din manuscris si mi-au dat sugestii de mare ajutor, as vrea sa-l amintesc pe Stuart Agres. 25 feb. Lucrarea lui David Aaker are câteva obiective – primul fiind acela de a defini și ilustra capitalul unui brand, oferind o structură care îi va ajuta pe.

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David Aaker – Managementul Capitalului Unui Brand – [PDF Document]

From the world’s premier thinker and bestselling author on brands comes a crucial new book that shows companies how to manage their brands to develop successful brand portfolios. Primul sapuncuadevaratplutitordelaveselii ani managementilpaG araspunscuunadvertisingagresiv,pentrua-siprotejaprodusulIvory,Farasadetina 0 diferentieredeprodusevidenta,LevernuI-apututdetronapeIvOIYsi,incele din urma,s-aretrasdepepiata, in mai,unmemoscrisdeNeil McElroy- care,lucrandpeatuncilacontulCamayal paG, erafrustratdefaptulcastateainumbraluiIvOiY-puneaproblemadezvoltariiunciechipedemanagementalbrandului.

In this compelling work, Aaker uses real brand-building cases from Saturn, General Electric, Kodak, Healthy Choice, McDonald’s, and others to demonstrate how strong brands have been created and managed. In David Aaker’s pathbreaking book, Managing Brand Equity, managers discovered the value of a brand as a strategic asset and a company’s capitallui source of competitive advantage.

What more could you want? 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. FT Press Anul aparitiei: The Shift provides inspiring examples of how leading marketers are getting it done.

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Numerous new and revised sections cover such critical areas as the big idea, knowledge management, the customer as an active partner, creative thinking, distinguishing fads from trends, forecasting technologies, alliances, managenentul as strategy, downstream business models, and more.


Moreover in the last decade, managers desperate for short-term financial results have often unwittingly damaged their brands through price promotions and unwise brand extensions, causing irreversible deterioration of the value of the brand name.

To those who imagine that branding is just a passing fashion, this book is a powerful corrective. Praise for The Shift “More than ever, the capialului of marketing has to be to drive profitable growth by unlocking customer insights. Disponibil in 14 zile!

David Aaker – Managementul Capitalului Unui Brand – Documents

Care sunt nivelurile de recunoastere a brandului de catre consumatori? InSUA,produselepaGeraubranduri-liderin19dincele39decategoriiincareconcurausiocupauunadinprimeletreipozitiiinaproapetoatecategoriile,maiputincinci,incele39decategorii,paGdetinea 0 cotamediedeplataapropiatade Care sunt asocierile care se fac in legatura cu brandul lor?

As in previous editions, the articles are capitaluui according to the steps in the purchase process. Unptoduseste ceeace sefaceintr-ofabrica;unbrandreprezin- ta ceeace cumpara clientul. Desipoate fifrustrant sl meantuninvestitor,dacaprivestilucrurilepetermenscurt,paG rabdare ellbrandurilesale, chiarsi atunci candele pierderi 0 perioadamallungadetimp.

Figura prezinta 0 reclama Ivory din,care Ilustreaza consecventapozitionariiintimp. Aaker, autoritatea incontestabila in branding a Statelor Unite, este prima lucrare care defineste in mod explicit domeniul si structura portofoliului de brand.

Yet, research shows that managers cannot identify with confidence their brand associations, levels of consumer awareness, or degree of customer loyalty.

Claudia Torres-Bartyzel, Workshop on on competency frameworks for senior civil servants, Podgorica 30 March Aug 12, Sunt identificate conceptele si instrumentele fundamentale, precum si modalitatile prin care strategia portofoliului de brand poate solutiona o serie de probleme specifice strategiilor de afaceri, printre manaementul David Aaker Managementul capitalului unui brand.

As David Aaker shows in Spanning Silos, the unfettered decentralization that produces silos is no longer feasible in today’s marketplace. It will forever change your assumptions about international economic competition and who the winners will be.

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This book offers the best approach toward communicating the intricacies of marketing research and it. Joss, Dean of the Graduate School of Business, Stanford University A successful business strategy enables managers to provide organizational vision, monitor and understand a dynamic business environment, generate creative strategic options in response to environmental changes, and base every business effort on sustainable competitive advantages.

Using dozens of case studies, shows how to create kanagementul dominate new categories or subcategories, making competitors irrelevant Shows how to manage the new category or subcategory as if it were a brand and how to create barriers to competitors Describes the threat of becoming irrelevant by failing to make what customer are buying or losing energy David Aaker, the author of four brand books, has been called the father of branding This book offers Aaker Strategia portofoliului de brand -Cum sa creezi relevanta, diferentiere, energie, parghii comerciale si claritate.

Managementu are nonprofit website to share and download documents. Managing Brands in a Changing World. Useful guidelines for brand builders in the form of lessons from a field test pro.

Aaker Author Spanning Silos: When managing a new category of product, treat it as if capitaului were a brand; By failing to produce what customers want or losing momentum and visibility, your brand becomes irrelevant; and create barriers to competitors by supporting innovation at every level of the organization. It’s up to chief marketing officers to break down silo walls to foster cooperation and synergy.