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Aaker on Branding

Aaker on Branding
20 Principles That Drive Success

© 2015 | 252 pages | SAGE Response
Aaker on Branding presents in a compact form, the twenty essential principles of branding that will lead to the creation of strong brands. These principles provide a broad understanding of brands, brand strategy, brand portfolios, and brand building that all business, marketing, and brand strategists should know.
Preface for South Asia
Introduction: Why This Book?
Part I. Recognize That Brands Are Assets
Brands Are Assets That Drive Strategy
Brand Assets Have Real Value
Part II. Have a Compelling Brand Vision
Create a Brand Vision
A Brand Personality Connects
The Organization and Its Higher-Purpose Differentiate
Get Beyond Functional Benefits
Create “Must Haves” Rendering Competitors Irrelevant
To Own an Innovation, Brand It
From Positioning the Brand to Framing the Subcategory
Part III. Bring the Brand to Life
Where Do Brand-Building Ideas Come From?
Focus on Customer’s Sweet Spots
Digital—A Critical Brand-building Tool
Consistency Wins
Internal Branding: A Key Ingredient
Part IV. Maintain Relevance
Three Threats to Brand Relevance
Energize Your Brand!
Part V. Manage Your Brand Portfolio
You Need a Brand Portfolio Strategy
Brand Extensions: The Good, the Bad, and the Ugly
Vertical Brand Extensions Have Risks and Rewards
Silo Organizations Inhibit Brand Building
Epilogue: Ten Branding Challenges

“From the Father of Modern Branding, the latest and best theory and practice.” 

Philip Kotler

“Nobody knows brand strategy better than David Aaker. Aaker has taken all of the essential principles of branding and collapsed them into one epic brand book. Whether you’re a seasoned brand marketer or just getting started, this book will provide you with a practical path to creating, nurturing and leveraging strong brands.”

Ann Lewnes
SVP and CMO, Adobe Systems

"Professor Aaker has truly given the business world a gift: A highly concise and wonderfully cogent and insightful tutorial on the principles of brand stewardship and leadership."

Joseph V. Tripodi
Chief Marketing and Commercial Officer, Coca-Cola

"David Aaker is one of my favorite brand authorities because he understands that the modern brand is an asset that should create value and drive strategy for corporations. His latest treatise is brand dynamite."

Beth Comstock

“The book recognizes the overwhelming nature of books on brand management, and offers a consolidation of the best principles of successful brand building…. The book is very readable and strategic in nature… {it] is recommended for those having business challenges in the areas of brand management, marketing strategy and business strategy.”

Abhigyan, October-December, 2016

"Professor Aaker has truly given the business world a gift: A highly concise and wonderfully cogent and insightful tutorial on the principles of brand stewardship and leadership."

Joseph V. Tripodi,
Chief Marketing and Commercial Officer, Coca-Cola

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David Aaker

David Aaker, the Vice-Chairman of Prophet Brand Strategy and Professor Emeritus of Marketing Strategy at the Berkeley-Haas School of Business, is the winner of three career awards for contributions to the science of marketing (Paul D. Converse Award), marketing strategy (Vijay Mahajan Award), and the theory and practice of marketing (Buck Weaver Award). He has published more than 100 articles and 17 books that have sold well over one million copies and been translated into eighteen languages. They include Managing Brand Equity, Building Strong Brands, Brand Leadership (co-authored with Erich Joachimsthaler) Brand Portfolio Strategy, From... More About Author

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ISBN: 9789351503903