What Is a Brand Leader?

Brand leadership is a strategic leadership position established by strong brands in the market. Proposed by American brand scholar Ike in 2000. To gain brand leadership, companies must undergo fundamental changes in organizational culture, structure, and systems: (1) create the core of brand leadership, that is, brand recognition; (2) design a clear, collaborative, and controllable brand structure system; ( 3) Create brand equity by means of advertising, sponsorship and the Internet; (4) Don't just create a global brand, but organize the entire company's operations with global brand leadership. ^[1]

Brand leadership

The main characteristics of brand leadership are:

1. Management should change from tactical management to strategic management. Brand managers should be strategic and far-sighted people. They should have deep experience and be able to participate in high-level corporate activities.

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Basic information on brand leadership

Title: Brand Leadership (Classic masterpiece by David Acker, a world-class brand management guru, "originator of brand equity", one of the world's classic "brand trilogy")

Series Title: Brand Trilogy

ISBN: 978-7-111-38000-9

Publication time: 2012.6

Number of pages: 296 pages

Publisher: Machinery Industry Press

About the Brand Leader

David Acker

World-class brand management master, known as "the originator of brand equity" by Brand Weekly.

David Acker received a bachelor's degree from the Massachusetts Institute of Technology, and a master's and doctoral degree from Stanford University.

In 1996, David Acker was awarded the Paul D. Converse Awards for his outstanding contributions to the development of marketing science.

In 2004, David Acker received the MIT Sloan Buck Weaver Marketing Award. He is often active throughout the United States, Europe, South America and Japan.

David Acker has published 13 books, of which "Managing Brand Assets" (1991), "Building Strong Brands" (1995) and "Brand Leadership" (1998) have been hailed as "Brand Trilogy" and sold well. Globally, it has had a broad and far-reaching impact on the global business community; three books including "Manage Brand Assets", "Create Strong Brands" and Developing Business Strategies have been translated into more than eight languages.

Introduction to Brand Leadership

More and more companies realize that brand awareness, quality perception, customer loyalty, and strong brand association and brand personality are essential tools in market competition. Strong motivation is driving people's enthusiasm for the brand. This book will inspire people to build brand leadership under these pressures.

"Brand Leadership" is the third of David Acker's "Brand Trilogy". Through the discussion of the four major themes of brand recognition, brand structure, how to surpass advertising to create a successful and efficient brand, and brand management challenges faced by organizations in the context of globalization, brand management has been elevated to the leadership level.

"Brand Leadership" is more than 300 brands in Europe, the United States and other countries from Ralph Lauren, Virgin Atlantic, Adidas, General Electric, IBM, McDonald's, Maggie and Swatch Written on the basis of strategic field investigation studies, each study focuses on identifying and evaluating brand strategies and their implementation, with insightful descriptions, informative descriptions, and corresponding explanations of special concepts and methods, not to mention brand building , Brand organization system, a revolution in brand organization culture.

Brand Leadership Directory

Foreword

Part 1 Introduction

Chapter 1. Brand Leadership: Emerging Market Trends / 1

Brand Management: Traditional Model / 1

Brand Leadership: Emerging Market Trends / 4

Creating Brand Returns / 9

Part 2 Brand Identity

Chapter 2 Brand Identity: The Foundation of Brand Strategy / 23

Virgin Atlantic Brand Miles / 23

Brand Identity Planning Model / 29

Avoiding Common Mistakes in Developing a Brand Identity System / 38

Chapter 3 Clarification and Interpretation of Brand Identity / 51

Defining "Leaders" / 52

Defining Brand Personality-The Lilibin Story / 54

Brand Identity Interpretation Method / 56

Identify Support Plan Review / 57

Brand Identity Role Model / 60

Development of Visual Symbols / 66

Priority for brand recognition / 67

Communication of interpreted identification / 72

Modify Brand Identity / 75

Part 3 Brand Architecture: Get Clear Collaboration and Extended Applications

Chapter 4 Brand Relationship Spectrum / 77

GE Home Appliances Story / 77

Marriott International Group Story / 80

Designing Brand Architecture-Endorsers and Sub-Brands / 81

Connecting Brands-Brand Relationship Spectrum / 83

Multi-brand combination / 85

Shadow Endorser / 87

Endorsement Brands / 89

Sub-Brands / 93

Branded Portfolio / 95

Proper Positioning in the Brand Relationship Spectrum / 97

Chapter 5 Brand Architecture / 106

The Legend of Paul Ralph Lauren / 106

Market complexity, brand confusion and brand architecture / 109

What is brand architecture / 110

Extended brand range / 127

Brand Architecture Review / 130

Part 4 Creating a Brand: Beyond Advertising

Chapter 6 Adidas and Nike: Brand Building Experience / 135

Adidas-Development Stage / 136

Nike Story / 139

Good morning, adidas / 151

Create focus on brand creation around adidas brand identity / 154

Apocalypse / 160

Chapter 7 Branding: The Role of Sponsorship / 163

Mastercard Sponsorship of the World Cup Story / 163

How to build a brand through sponsorship / 168

Where could go wrong / 182

7 Keys to Effective Sponsorship / 185

Chapter 8 Branding: The Role of the Network / 190

AT & T and the Olympics / 190

H & R Block / 191

Colgate Website / 191

Unique Properties of the Network / 194

Creating a Brand on the Web / 198

Branding Website / 202

Advertising and Sponsored Content / 211

Chapter 9 Branding: Beyond Media Advertising / 218

Nestle Alite / 218

HP / 218

Progressive Insurance / 219

BMW / 219

Brand Creation Task / 220

Creating Brands-Several Models from Europe / 229

Cadbury Theme Park / 239

Ford Galaxy Story / 240

Creating Brands Beyond Advertising-Some Principles / 246

Part 5 Brand Creation Organization

Chapter 10 Global Brand Leadership: More Than Global Brands / 253

McDonald's in Europe / 253

Global Brands / 255

Establishing Global Brand Leadership Instead of Developing a Global Brand / 257

Sharing Experiences and Best Practices / 259

Universal Global Brand Planning Process / 262

Clear responsibilities for cross-border collaboration / 267

Brand creation essence delivery mechanism / 273

Towards a Global Brand / 276

About the author / 279

Comments / 280