leadership evaluate progress along the way, as a leadership brand is created and implemented."--BOOK JACKET.

Management fads come and go in the blink of an eye, but branding is here to stay. Closely watched by the stock market and obsessed over by the biggest companies, brand identity is the one indisputable source of sustainable competitive advantage, the vital key to customer loyalty. David Aaker is widely recognised as the leading expert in this burgeoning field. Now he prepares managers for the next wave of the brand revolution. With coauthor Erich Joachimsthaler, Aaker takes brand management to the next level - strategic brand leadership. Required reading for every marketing manager is the authors' conceptualisation of 'brand architecture' - how multiple brands relate to each other - and their insights on the hot new area of Internet branding. Full of impeccable, intelligent guidance, BRAND LEADERSHIP is the visionary key to business success in the future.

New Brand Leadership delivers the first complete, proven blueprint for organizing and executing on global brand marketing. It reflects the authors’ 50+ years of combined experience driving global brand leadership and measurable results across a wide range of industries, at companies ranging from Mars to Nissan, IHG to YUM! Brands. Larry Light and Joan Kiddon show how to drive value by successfully managing at the intersection of globalization, localization, and personalization. They introduce Arcature’s proven Collaborative Three Box Model, guiding you step-by-step through creating brand vision, defining brand framework, bringing your brand to life, and then measuring your performance. They offer specific, high-value recommendations regarding cultural change, organizational responsibilities, structure, metrics, and much more. You’ll find proven solutions to tough real-world global branding challenges, including managing tensions between global and local, central and regional, and brand leadership vs. brand management. For wide audiences of C-suite and other current and prospective business leaders; HR officers, marketing executives and agency professionals, top executives, business leaders, prospective business leaders, and MBA/executive MBA students.

What does it really take to succeed in business today? In A New Brand World, Scott Bedbury, who helped make Nike and Starbucks two of the most successful brands of recent years, explains this often mysterious process by setting out the principles that helped these companies become leaders in their respective industries. With illuminating anecdotes from his own in-the-trenches experiences and dozens of case studies of other winning—and failed—branding efforts (including Harley-Davidson, Guinness, The Gap, and Disney), Bedbury offers practical, battle-tested advice for keeping any business at the top of its game.

The approaches and strategies that businesses employ to sell a product or service are referred to as brand leadership. A best-selling product or service that is well-known in a specific market niche is usually the brand leader. A good brand is an important strategic and financial indicator of a company's health. To outmanoeuvre competitors, an organisation must develop a strong brand identity and strategy over time. The most effective strategy to boost a brand's impact and profitability is to differentiate it through a competitive advantage. When a brand is relevant, original, and interesting, it is said to as a leading brand. Customers are more loyal to these brands, which allows the company to demand higher prices than its competitors. To improve their positions, the companies behind these prominent brands negotiate with commercial partners. They also take steps to make it easier to find and keep skilled people. Brand leadership provides businesses with a clear strategic roadmap for future growth, pushed by brands that have outperformed the market and have a market value that exceeds the book value. Brand Identity and Brand Leadership The visual components of a brand's identity that identify and distinguish it in the minds of consumers are referred to as the brand's identity. Brand identity is an important part of brand leadership; no brand can become a market leader without a strong brand identity. The message that a product or service sends to the consumer shapes brand identity. This message must be constant and establish a trusting relationship with the audience. Maintaining a brand's identity necessitates this constancy. Branding is the overall picture, and having a strong brand identity is an important component of being a leader. If you ask random individuals on the street what comes to mind when they see a yellow M, McDonald's is likely to come up frequently. This is the essence of brand identification. Brand Leadership and Value Proposition Although visible aspects such as packaging, websites, apparel, and print materials such as flyers are crucial, whether a product or service becomes a brand leader is not dependent on them. A product's potential to become a brand leader is mostly determined by the value proposition the product and company provide to customers. A value proposition is the benefit that a company provides to customers if they purchase a product. The value proposition is a statement of intent made by a brand to its customers, informing them of the company's values, how it operates, and why they should do business with them rather than their competitors. Differentiation is the reason why a customer chooses to buy from company X rather than company Y. Consumers get something from Organization X that they don't get from Organization Y. One of Michael Portner's Generic Strategies is differentiation. A value proposition can be applied to a product or a service, but it can also be applied to an entire organisation or a portion of it. The leading brand in brand leadership is usually the one that provides the most value to the consumer.

Riding for the Brand is a western that's set in the future. It's a short novel about leadership, human motivation and change. The story revolves around two men: Bob Fooshee, a freelance writer, and Burns Marcus, a rancher who builds a business empire. The year is 2030, and Fooshee is dispatched by a magazine to write about Marcus, whose ranch was near bankruptcy 25 years earlier. It was then that Marcus, searching for answers, attended the cattlemen's convention in San Antonio and heard a speaker who provoked him to radically change the way he approached his business. This was the catalyst that led Marcus to start Diamond Enterprises, which becomes the model organization of the 21st century. While interviewing Burns at his ranch in Oklahoma, Bob rides pasture, ropes a few steers and discovers the key to Burns Marcus' success - the power of purposeful leadership.

The must-read summary of David Aaker and Erich Joachimsthaler's book: "Brand-Leadership: The Evolving Paradigm". This complete summary of the ideas from David Aaker and Erich Joachimsthaler's book "Brand-Leadership" shows that creating and progressively building strong brands is an important commercial activity for most business enterprises. However, the way that strong brands are built is rapidly changing and evolving. A new paradigm is emerging in which achieving brand leadership is becoming more important than simply building brand equity. In fact, the paradigm for brand building is evolving from the tactical and reactive approach of traditional brand management to the much more strategic and visionary brand leadership approach. Added-value of this summary: • Save time • Understand the key concepts • Increase your business knowledge To learn more, read "Brand-Leadership" and discover how to overcome and address the challenges brought by today’s new brand paradigm.