“Aaker on Branding” presents the 20 essential principles of branding with a purpose to lead to the creation of good brands.
Culled from the six David Aaker brand books and related publications, these principles give you the broad understanding of brands, brand strategy, brand portfolios, and brand building that every one business, marketing, and brand strategists will have to know.
“Aaker on Branding” is a source for how you create and care for healthy brands and synergetic brand portfolios.
It presents a checklist of strategies, perspectives, tools, and concepts that represent not only what you will have to know but also what action options will have to be on the table.
When followed, these principles will lead to substantial, enduring brands that both enhance marketing strategies going forward and create consistent and effective brand families.
Those now intrigued in and involved with branding are faced with knowledge overload, not only from the Aaker books but others as well.
It is difficult to know what to read and which components to adapt.
There are a large number of good ideas in the market but also some that are minor, need updating or are subject to being misinterpreted and misapplied.
Moreover, there are some ideas that, even as plausible, are merely improper if not dangerous especially if taken literally.
“Aaker on Branding” offers a sense of topic priorities and a roadmap to David Aaker’s books, thinking, and contributions.
As it structures the more extensive record of the brand domain, it also proposes the principles of branding and the practice of brand administration and, by extension, the application of business management.