Did you know brands are assets?Do you know how to create a brand vision?Is it possible to bring a brand to life?This is the definitive book that answers these questions and more...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 asiaAcknowledgmentsIntroduction: Why this book?Recognize that brands are assetsBrands are assets that drive strategyBrand assets have real valueHave a compelling brand visionCreate a brand visionA brand personality connects5. the organization and its higher-purpose differentiate6. get beyond functional benefits7. create “must haves” rendering competitors irrelevant8. to own an innovation, brand itFrom positioning the brand to framing the subcategoryBring the brand to lifeWhere do brand-building ideas come from?Focus on customer’s sweet spotsDigital—a critical brand-building toolConsistency winsInternal branding: a key ingredientMaintain relevanceThree threats to brand relevanceEnergize your brand!Manage your brand portfolioYou need a brand portfolio strategy18. brand extensions: the good, the bad, and the uglyVertical brand extensions have risks and rewardsSilo organizations inhibit brand buildingEpilogue: ten branding challengesEndnotesIndex
David Aaker, recognized authority on branding, has written seven books on brands and brand strategy and another ten on related topics that together have sold well over one million copies. He developed several concepts including the “Aaker” brand vision model, branded energizers, branded differentiators, the brand relationship spectrum, and framing a category.
David is the Vice-Chairman of Prophet Brand Strategy, Professor Emeritus of Marketing Strategy at the Haas School of Business, UC Berkeley and an executive advisor to Dentsu Inc. The winner of three career awards for contributions to the science of marketing (the Paul D. Converse Award), marketing strategy (the Vijay Mahajan Award) and the theory and practice of marketing (the Buck Weaver Award), he has published over 100 articles and 18 books including Strategic Market Management, Managing Brand Equity, Building Strong Brands, Brand Leadership (co-authored with Erich Joachimsthaler) Brand Portfolio Strategy, From Fargo to the World of Brands, Spanning Silos, and Brand Relevance. His books have been translated into eighteen languages and sold well over a million copies. Named as one of the top five most important marketing/business gurus in 2007, Professor Aaker has won awards for the best article in the California Management Review and (twice) in the Journal of Marketing. A recognized authority on brand equity and brand strategy, he has been an active consultant and speaker throughout the world and is on the Board of Directors of California Casualty Insurance Company and the Food Bank of Contra Costa and Solano Counties.
