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Aaker on Branding: 20 Principles That Drive Success: Book by David Aaker

Aaker on Branding: 20 Principles That Drive Success

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ISBN: 9789351503903    Publisher: SAGE Publications India Pvt Ltd Year of publishing: 2015     Language: English
ate 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...Read more
ate 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 asia Acknowledgments Introduction: Why this book? Recognize that brands are assets Brands are assets that drive strategy Brand assets have real value Have a compelling brand vision Create a brand vision A brand personality connects 5. the organization and its higher-purpose differentiate 6. get beyond functional benefits 7. create "must haves" rendering competitors irrelevant 8. to own an innovation, brand it From positioning the brand to framing the subcategory 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 Maintain relevance Three threats to brand relevance Energize your brand! Manage your brand portfolio You need a brand portfolio strategy 18. 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 Endnotes Index
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About the author: David Aaker
David Aaker, recognized authority on branding, has written seven books on brands and brand strategy and another ten on related topics that together have... Read more
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.
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Review:
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...Read more
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 "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 "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
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