David A. Aaker from University of California - Berkeley has written a sequel to his Managing Brand Equity. In this offering he tells how to deal with the fragmentation of markets by building brand identity and creating brand personality. With extensive case studies and illustrations of companies' ads, he emphasizes positioning a brand personality to match that of the consumer being targeted. Healthy Choice created the perception that healthy foods can taste good. Saturn developed from a new company in an old industry and had to "sell the company, not the car." Aaker's well-written book is for specialists in the field of marketing and brand management.
Rethink Management helps organisations realise their full sales and strategic potential with high calibre marketing and management advice:
www.rethinkmanagement.com.au
