Login

Username:Password:

• Register here
• Forgotten Your Username
  or password?

• Leading Articles
• Case Studies
• Market Reports
• Information Services
• Consultants Directory
• Critical Facts
• Marketing Glossary
• Marketing Knowledge
  • Agenda Papers
  • Brands and Branding
    • Branding Store
      • 100 Greatest Brands
      • Brand Definitions
      • Brand Leadership
      • Brand New You?
      • Branding Countries
      • References
      • Branding in an E-World
      • Digital Brand Building
      • Ethics and Brands
      • From Tiny Acorns...
      • Further Resources
      • Global Brands and Champs
      • - Index -
      • Intro & Authors
      • Posh Spice and Persil
      • Long Live the Chooser
      • History of Brands
      • The Second Law of Thermo
  • Customer Relationship Management - CRM
  • E-Branding
  • Ethics and Sustainability
  • Innovation
  • Internal Branding
  • Marketing Effectiveness
  • Marketing to Business
  • Media Neutral Planning
  • Pan-Company Marketing
  • Promoting Marketing
  • Services Marketing
  • Small Business Solutions
  • The Impact of E-business on Marketing and Marketers
  • the marketer
• Marketing Links
• Research Surveys

Brand leadership - the new imperative

Brand Leadership - the New Imperative

In an extract from their book 'Brand Leadership', David Aacker and Erich Joachimsthaler discuss the classic model of brand management and offer an alternative for the 21st century; brand leadership. The new model centres on strategy over tactics and a broader, more analytical focus than traditional ideas allow.

© The Chartered Institute of Marketing 2008 Disclaimer and Privacy Statement