Table of contents for Brand leadership / David A. Aaker, Erich Joachimsthaler.

Bibliographic record and links to related information available from the Library of Congress catalog

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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


Linking Brands -- The Brand Relationship


A House of Brands

Endorsed Brands


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


A System to Deliver Brand-Building Brilliance

Toward a Global Brand



About the Authors

Library of Congress subject headings for this publication:
Brand name products -- United States -- Management.