Brand Leadership
Branding as a strategic leadership discipline, not tactical management.
Aaker and Joachimsthaler argue that strategic brand leadership is replacing the older, tactical brand management model. They cover brand architecture, brand-building programs, and how organizations align around brands, illustrated with case studies from companies like Virgin, Adidas, GE, and IBM. The book extends Aaker's brand equity work into an organization-wide strategic system.
As a startup grows into a portfolio of products and sub-brands, founders need a model for brand architecture and organizational alignment, which is exactly what this book provides. It elevates branding from a marketing task to a leadership responsibility.
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