Erich Joachimsthaler - Harvard business review on brand management
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Harvard Business Review On Brand Management Harvard Business Review Paperback Series
author
:
publisher
:
Harvard Business School Press
isbn10 | asin
:
1578511445
print isbn13
:
9781578511440
ebook isbn13
:
9780585362823
language
:
English
subject
Brand name products.
publication date
:
1999
lcc
:
HD69.B7H37 1999eb
ddc
:
658.8/27
subject
:
Brand name products.
Page i
Harvard Business Review on Brand Management
Page ii
The Harvard Business Review Paperback Series
The series is designed to bring today's managers and professionals the fundamental information they need to stay competitive in a fast-moving world. From the preeminent thinkers whose work has defined an entire field to the rising stars who will redefine the way we think about business, here are the leading minds and landmark ideas that have established the Harvard Business Review as required reading for ambitious businesspeople in organizations around the globe.
Other books in the series:
Harvard Business Review on Breakthrough Thinking
Harvard Business Review on the Business Value of IT
Harvard Business Review on Change
Harvard Business Review on Corporate Strategy
Harvard Business Review on Effective Communication
Harvard Business Review on Entrepreneurship
Harvard Business Review on Knowledge Management
Harvard Business Review on Leadership
Harvard Business Review on Managing High-Tech Industries
Harvard Business Review on Managing People
Harvard Business Review on Managing Uncertainty
Harvard Business Review on Measuring Corporate Performance
Harvard Business Review on Nonprofits
Harvard Business Review on Strategies for Growth
Page iii
Harvard Business Review on Brand Management
A Harvard Business Review Paperback
Page iv
Copyright 1994, 1995, 1996, 1997, 1999
President and Fellows of Harvard College
All rights reserved
Printed in the United States of America
03 02 01 00 5 4 3
All rights reserved. No part of this book may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, otherwise without the prior written permission of the copyright holder.
The Harvard Business Review articles in this collection are available as individual reprints. Discounts apply to quantity purchases. For information and ordering, please contact Customer Service, Harvard Business School Publishing, Boston, MA 02163. Telephone: (617) 496-1449, 8 A.M. to 6 P.M. Eastern Time, Monday through Friday. Fax: (617) 496-1029, 24 hours a day. E-mail: custserv@hbsp.harvard.edu.
Library of Congress Cataloging-in-Publication Data Harvard business review on brand management. p. cm.(The Harvard business review paperback series) Contains articles previously published in the Harvard business review. Includes index. ISBN 1-57851-144-5 (alk. paper) 1. Brand name products. I. Harvard business review. II. Title: Brand management. III. Series. HD69.7H37 1999 658.8'27dc21 99-18899 CIP
The paper used in this publication meets the requirements of the American National Standard for Permanence of Paper for Printed Library Materials Z39.49-1984.
Page v
Contents
Building Brands without Mass Media
Erich Joachimsthaler and David A. Aaker
1
Brands versus Private Labels: Fighting to Win
John A. Quelch and David Harding
23
How Do You Grow a Premium Brand?
Regina Fazio Maruca
51
Should You Take Your Brand to Where the Action Is?
David A. Aaker
79
Extend Profits, Not Product Lines
John A. Quelch and David Kenny
105
The Logic of Product-Line Extensions
Perspectives from the Editors
127
Can This Brand Be Saved?
Regina Fazio Maruca
147
Your Brand's Best Strategy
Vijay Vishwanath and Jonathan Mark
169
About the Contributors
189
Index
193
Page 1
Building Brands without Mass Media
Erich Joachimsthaler and David A. Aaker
Executive Summary
Costs, market fragmentation, and new media channels that let customers bypass advertisements seem to be in league against the old ways of marketing. Relying on mass media campaigns to build strong brands may be a thing of the past.
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