When I was reading this book, I made a little joke myself: I thought I wasn't slow to read, but after reading it for a long time, I only read more than 10 ......percent of the bookIt wasn't until I saw more than 30 percent that I realized that this e-book was a collection of three books by David Acker.
I haven't read Acker's books before, but recently, because I'm working on brand research, as far as I'm concerned, being able to read more of the works of my predecessors to summarize the experience of my predecessors, find out the shortcomings of my predecessors and improve them will give me a lot of help in the whole brand research and brand incubation work.
On the whole, some of the translations of "Building a Strong Brand" are too specialized, and the cases are a bit old, but in the process of reading, I found a lot of topics and questions related to the work I am engaged in.
For example, while reading this book, I came up with the following concepts: when you think of a brand, you think of a category, and when you think of a category, you think of a brandWhat are the aspects that reflect brand barriers?Similarities and differences between brands, enterprises and products;Employees must have a unified cognitive ...... of the brandWait, these concepts or questions weren't necessarily written directly by the author, but they did trigger a lot of my thoughts about the brand.
I have written a lot of articles about brand research, and I think I have certain ideas about brands, but reading a book nearly 30 years ago, I can still associate many new questions about brands from the author's thinking, which makes me sigh at my "shallowness" on the one hand, and the "powerful" of the pioneers of brand science on the other hand, "Creating a Strong Brand" Individually, if the cases in this book can be updated to the latest ones, then the book will not have the slightest sense of "outdatedness" even today.
It is this "sense of obsolescence" that makes me realize the rapid changes in the market, and many cases that were so classic that they can no longer be classics can only be regarded as a story today. In marketing, I don't think I'm a "lonely" person, but in the case of "Building a Strong Brand", there are really brands and companies that I don't know.
Brand science is a very subdivided discipline, and so far, as an intangible asset, the brand still cannot find a convincing quantitative method, which shows that the market's perception of the brand is still divided. In Ake's work, he agrees with the view that "brand is an asset" and believes that brand equity can create value, so how should brand equity be calculated from a mathematical point of view, and how should the value created by brand equity be calculated as a return?
Creating a Strong Brand", I think it is more suitable for those brands that have matured, such as the chapter on sub-brands, if the company does not have enough brand equity, how to start talking about sub-brands?Compared with my current work, I am more concerned about how to help small and medium-sized brands become big brands, which can only be said to be "from failing to passing", and it is far from the excellent rate or full score.
After reading "Creating a Strong Brand", I feel that I need to put Ake's related works, which is also a problem of reading the works of the same discipline and the same author, which is different from reading**, in the professional field, reading too many books by the same author at the same time is easy to produce aesthetic fatigue.