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
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