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getAbstract c o m p r e s s e d k n o w l e d g e Brand Leadership Building Assets in the Information Society by David A. Aaker and Erich Joachimsthaler Copyright © 2000 by David A. Aaker and Erich Joachimsthaler Published by Free Press/Simon Schuster, Inc., N.Y. Used by permission. 350 pages Focus Take-Aways Leadership • Brand management is rising to the level of brand leadership. Strategy Sales Marketing • With brand leadership, companies move from tactical to strategic management. Corporate Finance Human Resources • Your company’s business strategy must guide its brand strategy, which must refl ect Technology its corporate culture. Production Logistics • Brand leadership is global and visionary. Small Business Economics Politics • Brand leadership uses complex brand architectures. Industries Regions Career Development • Brands apply to multiple products and markets. Personal Finance • The brand’s identity drives all strategies. Self Improvement Ideas Trends • Brand identity is an alternative to competing on price. • Publicity and advertising communicate a brand’s core identity. • The brand focuses on the product’s functional and emotional benefi ts. Rating (10 is best) Overall Applicability Innovation Style