Aaker on Branding: 20 Principles That Drive Success

Aaker on Branding: 20 Principles That Drive Success

by David Aaker

Hardcover

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Product Details

ISBN-13: 9781614488705
Publisher: Morgan James Publishing
Publication date: 07/15/2014
Pages: 220
Sales rank: 599,123
Product dimensions: 6.10(w) x 9.10(h) x 0.80(d)

About the Author

David Aaker, recognized authority on branding, has written six books on brands and brand strategy and another twelve 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.
 
Aaker is the Vice-Chairman of Prophet, a brand and strategy consultancy, and Professor Emeritus of Marketing Strategy at the Haas School of Business, UC Berkeley. 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 one hundred articles and seventeen books including Strategic Market Management 10th edition, 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, Brand Relevance, and Three Threats to Brand Relevance. His books have been translated into eighteen languages and sold well over one million copies.
 
Named as one of the top five most important marketing/business gurus in 2007, David Aaker has won awards for 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. A regular columnist for AMA’s Marketing News, he writes the Aaker on Brands blog at davidaaker.com and for the HBR.org blog.

Read an Excerpt

One paradigm, once dominant, posits brand management as tactical. Brand management is something that can be delegated in part to an advertising manager or agency because it is mostly about managing the image, creating an advertising campaign, managing a distribution strategy, developing sales promotions, supporting the sales force, getting packaging right and other such tasks.

When brands are considered assets, the role of brand management radically changes, from tactical and reactive to strategic and visionary. A strategic brand vision linked to both the current and future business strategies and providing a guidepost for future offerings and marketing programs becomes imperative. Brand management also becomes broader, encompassing issues like strategic market insights, the stimulation of “big” innovations, growth strategies, brand portfolio strategies, and global brand strategies.

Table of Contents

Introduction: Why This Book?                

Part I.  Recognize That Brands Are Assets
1.    Brands Are Assets that Drive Strategy    
2.    Brands Assets Have Real Value     

Part II.  Have a Compelling Brand Vision  
3.    Create a Brand Vision                  
4.    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                  
9.    From Positioning the Brand to Framing the Subcategory    
    
Part III.  Bring the Brand to Life  
10.    Where do Brand-Building Ideas Come From?
11.    Focus on Customer’s Sweet Spots     
12.    Digital—A Critical Brand-Building Tool
13.    Consistency Wins    
14.    Internal Branding: A Key Ingredient    

Part IV.  Maintain Relevance  
15.    Three Threats to Brand Relevance                
16.    Energize Your Brand!                

Part V.  Manage Your Brand Portfolio  
17.    You Need a Brand Portfolio Strategy            
18.    Brand Extensions: The Good, the Bad, and the Ugly    
19.    Vertical Brand Extensions Have Risks and Rewards
20.    Silo Organizations Inhibit Brand Building     

Epilogue: Ten Branding Challenges                

Endnotes
Acknowledgments
Note on Author
Index

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