Managing Brand Equity: Capitalizing on the Value of a Brand Name by David A. Aaker, ISBN 0029001013
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 Dry and Colgate-Palmolive, have recently created an equity management position to be guardian of the value of brand names, far too few managers, Aaker concludes, really understand the concept of brand equity and how it must be implemented.
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 author opens each chapter with a historical analysis of either the success or failure of a particular company's attempt at building brand equity: the fascinating Ivory soap story; the transformation of Datsun to Nissan; the decline of Schlitz beer; the making of the Ford Taurus; and others.
Mid-Century Modern: Furniture of the 1950s by Cara Greenberg, ISBN 0517884755
Mid-Century Modern is a loving tribute to the innovative furniture of the fifties and its enduring popularity. Fully illustrated with more than 200 full-color and black-and-white photographs, this visual tour reveals the best of post-war furniture, from high-concept designs to their kitschy counterparts. The fifties were a unique time in the history of the furniture industry. Designers with backgrounds in architecture created organically shaped furniture using the new technologies and materials developed during the war. Sensuous biomorphic designs proliferated. Appreciative consumers treasured the sleek, elegant, and functional designs of Charles Eames, George Nelson, Isamu Nogushi, Eero Saarinen, Harry Bertoia, and many others. This new furniture stacked, flexed, and folded; it was rearrangeable and interchangeable; and it addressed the needs of modern life. The book's highlights include the ten best chairs of the fifties, inside looks at the homes of top collectors, rare photographs from...
Mid-Century Modern: Furniture of the 1950s by Cara Greenberg, ISBN 0517884755 
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Building Furniture for Country Living
7Covers a broad range of techniques making this book a great guide for woodworkers whow want to learn about furniture making7Country furniture is comfort furniture that will help the reader recreate their home environmentThis book contains all the instruction needed to make 15 country-comfort furniture projects that will add warmth and style to any home. Compiled from furniture makers with decades of experience, this book features furniture designs that will teach any aspiring furniture maker all the essential techniques and design considerations needed to make furniture. Complete with step-by-step photos with captions, measured drawings, and complete cutting and hardware lists, woodworkers will find everything they need to make their own comfort furniture within these pages. Contributing builders include Glen Huey, Kerry Pierce, Bill Hylton and more.
Building Furniture for Country Living
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The Gift of Pain: Why We Hurt & What We Can Do about It by Paul Brand, ISBN 0310221447
A WORLD WITHOUT PAIN?Can such a place exist? It not only can--it does. But it's no utopia. It's a colony for leprosy patients: a world where people literally feel no pain, and reap horrifying consequences.His work with leprosy patients in India and the United States convinced Dr. Paul Brand that pain truly is one of God's great gifts to us. In this inspiring story of his fifty-year career as a healer, Dr. Brand probes the mystery of pain and reveals its importance. As an indicator that lets us know something is wrong, pain has a value that becomes clearest in its absence.The Gift of Pain looks at what pain is and why we need it. Together, the renowned surgeon and award-winning writer Philip Yancey shed fresh light on a gift that none of us want and none of us can do without.
The Gift of Pain: Why We Hurt & What We Can Do about It by Paul Brand, ISBN 0310221447
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Advanced Brand Management by Paul Temporal, ISBN 047147925X
Branding your firm's future-with success
More than a name game, product branding is often a high-stakes gamble-even when there's substantial market research behind it. The Classic Coke fiasco is just one example. With millions of dollars at stake each time out, companies can't afford branding strategies that can't stand up in the marketplace. Representing the brain trust in brand management, Paul Temporal's Advanced Brand Management presents the highly sophisticated branding techniques used by some of the world's leading companies. Strategies such as brand stretching and brand architecture are described, especially as tools for managing the total brand experience and value. The book also includes a brand management toolkit, which provides checklists and exercises, as well as global and Asian case studies. This indispensable practitioner's guide will help companies secure lasting brand equity for their products.
Advanced Brand Management by Paul Temporal, ISBN 047147925X
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