Summary: Brand-Leadership - David Aaker and Erich Joachimsthaler

Complete summary of David Aaker's and Erich Joachimsthaler's book: "Brand-Leadership: The Evolving Paradigm"The review of the ideas in "Brand-Leadership" shows that creating and progressively building strong brands is an important commercial activity for most business enterprises.

However, the way that strong brands are built is rapidly changing and evolving.

A new paradigm is emerging in which achieving brand leadership is becoming more important than simply building brand equity.

In fact, the paradigm for brand building is evolving from the tactical and reactive approach of traditional brand management to the much more strategic and visionary brand leadership approach.

Added-value of this summary: * Save time * Understand the key concepts * Increase your business knowledge To learn more, read the summary of "Brand-Leadership" and discover how to overcome and address the challenges brought by today's new brand paradigm.