Finding My Virginity The New Autobiography

David A. Aaker

Managing Brand Equity: Capitalizing on the Value of a Brand Name

In a fascinating and insightful examination of the phenomenon of brand equity, Aaker provides a clear and well-defined structure of the relationship between a brand and its symbol and slogan, as well as each of the five underlying assets, which will clarify for managers exactly how brand equity does contribute value. The most important assets of any business are intangible: its company name, brands, symbols, and slogans, and their underlying associations, perceived quality, name awareness, customer base, and proprietary resources such as patents, trademarks, and channel relationships. These assets, which comprise brand equity, are a primary source of competitive advantage and future earnings, contends David Aaker, a national authority on branding. Yet, research shows that managers cannot identify with confidence their brand associations, levels of consumer awareness, or degree of customer loyalty. Moreover in the last decade, managers desperate for short-term financial results have often unwittingly damaged their brands through price promotions and unwise brand extensions, causing irreversible deterioration of the value of the brand name. Although several companies, such as Canada ...

John William Gardner

On Leadership

In this insightful classic, John Gardner unpacks what it means to be a leader, stressing the importance of dispersed leadership and a primary understanding of leadership as applied across all sectors of society. "A masterpiece."--Walter F. Ulmer, Jr., President and CEO, Center for Creative Leadership Leaders today are familiar with the demand that they come forward with a new vision. But it is not a matter of fabricating a new vision out of whole cloth. A vision relevant for us today will build on values deeply embedded in human history and in our own tradition. It is not as though we come to the task unready. Men and women from the beginning of history have groped and struggled for various pieces of the answer. The materials out of which we build the vision will be the moral strivings of the species, today and in the distant past. Most of the ingredients of a vision for this country have been with us for a long time. As the poet wrote, "The light we sought is shining still." That we have failed and fumbled in some of our attempts to achieve our ideals is obvious. But the great ideas still beckon--freedom, equality, justice, the release of human possibilities. The vision is to ...

Margaret A. Neale, Max H. Bazerman

Negotiating Rationally

In Negotiating Rationally , Max Bazerman and Margaret Neale explain how to avoid the pitfalls of irrationality and gain the upper hand in negotiations. For example, managers tend to be overconfident, to recklessly escalate previous commitments, and fail to consider the tactics of the other party. Drawing on their research, the authors show how we are prisoners of our own assumptions. They identify strategies to avoid these pitfalls in negotiating by concentrating on opponents' behavior and developing the ability to recognize individual limitations and biases. They explain how to think rationally about the choice of reaching an agreement versus reaching an impasse. A must read for business professionals.