Читать книгу Aaker on Branding - David Aaker - Страница 3

Praise for

AAKER ON BRANDING

“Provocative, rooted in substance, a guiding star for modern marketers!”

—Steven Althaus, Director of Brand Management, BMW

“David Aaker provides 20 core principles and practical steps to create, enhance and leverage powerful brand asset, which can bring sustainable growth. It is a must read for businessman who want to find a key to future success led by power of brand.”

—Sue Shim, Global CMO, Samsung Electronics

“David Aaker has created a must-read review of enduring principles and current challenges for 21^st Century marketers.”

—Larry Light, Former CMO McDonalds

“David Aaker’s many books have been helpful guideposts for my career in business and marketing. Here is a great book that succinctly summarizes what he has learned in his storied career about building enduring, successful brands. Apply David’s 20 principles: your brand will be more successful, and you will be a better leader—guaranteed!”

—Jim Stengel, Former Global Marketing Officer, P&G

“I found the book to be compelling reading for any CMO in this ever changing time and world. It touched raw nerves of challenges we are facing as a company and increased my to do list. And it connected the dots of the evolving role of marketers in organizations.”

—John Wallis, CMO Hyatt Hotels Corp

“The real test of marketing genius is not to produce a successful product but to build a lasting brand. Dave Aaker has done more to help us understand brand building than anyone else.”

—Philip Kotler, co-author of Marketing Management, 14th ed.

“No enterprise can be successful today without embracing the principles articulated so clearly by Professor Aaker. This is the ultimate “tour de force” of his collective genius in the critical discipline of brand management.”

—Joseph V. Tripodi, Chief Marketing and Commercial Officer, Coca-Cola

“David’s new book is for learners and experts alike – a knowledge center for branding principles and strategies every marketer needs to know and practice. Why go anywhere else?”

—Elisa Steele, CMO Consumer Apps and Service, Microsoft