Harvard Business Review on Brand Management (Harvard Business Review Paperback Series)

With the increasing globalization of brands, effective brand management in differentiating products has become even more essential. This helpful volume provides the latest strategies for maximizing the value of your brands and products. Articles include: Building Brands Without Mass Media by Erich Joachimsthaler and David A. Aaker; Brands vs. Private Labels: Fighting to Win by John A. Quelch and David Harding; How Do You Grow a Premium Brand? by Regina Fazio Maruca; Should You Take Your Brand to Where the Action Is? by David A. Aaker; Extend Profits, Not Product Lines by John A. Quelch and David Kenny; The Logic of Product-Line Extensions, Perspectives from the Editors; Can This Brand Be Saved by Regina Fazio Maruca; and Your Brand's Best Strategy by Vijay Vishwanath and Jonathan Mark. The Harvard Business Review Paperback Series is designed to bring today's managers and professionals the fundamental information they need to stay competitive in a fast-moving world. Here are the landmark ideas that have established the Harvard Business Review as required reading for ambitious businesspeople in organizations around the globe. Annotation Leading Minds and Landmark Ideas In An Easily Accessible FormatFrom the preeminent thinkers whose work has defined an entire field to the rising stars who will redefine the way we think about business, The Harvard Business Review Paperback Series delivers the fundamental information today's professionals need to stay competitive in a fast-moving world. With the increasing globalization of brands, effective brand management in differentiating products has become even more essential. Harvard Business Review on Brand Managementprovides the latest strategies for maximizing the value of your brands and products. A Harvard Business Review Paperback Building Brands Without Mass Media / Erich Joachimsthaler And David A. Aaker -- Brands Versus Private Labels: Fighting To Win / John A. Quelch And David Harding -- How Do You Grow A Premium Brand? / Regina Fazio Maruca -- Should You Take Your Brand To Where The Action Is? / David A. Aaker -- Extend Profits, Not Product Lines / John A. Quelch And David Kenny -- The Logic Of Product-line Extensions / Perspectives From The Editors -- Can This Brand Be Saved? / Regina Fazio Maruca -- Your Brand's Best Strategy / Vijay Vishwanath And Jonathan Mark. Contains Articles Previously Published In The Harvard Business Review. Includes Index. Annotation With the increasing globalization of brands, effective brand management in differentiating products has become even more essential. This helpful volume provides the latest strategies for maximizing the value of brands and products COSTS, MARKET FRAGMENTATION, and new media channels that let customers bypass advertisements seem to be in league against the old ways of marketing.