Brand leadership model
David Aaker & Erich Joachimsthaler
The classic brand management system has worked well for many decades. However, it can fall short when dealing with emerging market complexities, competitive pressures, channel dynamics, global forces, and portfolios with multiple brands, aggressive brand extensions, and complex sub-brand structures. As a result, a new model, the brand leadership model, is gradually replacing the old paradigm.
In the brand leadership model, the manager is strategic and visionary rather than tactical and reactive. He or she takes control of the brand strategically and is involved in creating business strategy as well...