David Aaker

Aaker on Branding (eBook, ePUB)

The Playbook to Building Strong Brands

• Format: ePub

Produktbeschreibung

Aaker on Branding distills the most essential branding principles from David Aaker's extensive works, offering a comprehensive guide to building a strong, enduring brand.

This compact resource provides businesses with actionable insights on brand strategy, brand portfolios, and brand management, addressing key branding challenges and offering a road map to prioritize and apply Aaker's concepts effectively.

Updated with seven new chapters on brand communities, disruptive innovation, the 5Bs, and more, the revised edition of Aaker on Branding will be indispensable for those looking to create agile, differentiated brands.

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Produktdetails

• Verlag: Morgan James Publishing
• Erscheinungstermin: 6. Mai 2025
• Englisch
• ISBN-13: 9781636986661
• Artikelnr.: 73911418

Autorenporträt

David Aakerthe Father of Modern Branding, according to Phil Kotlerhas written nine books on brands and brand strategy. He developed several concepts, including the Aaker brand vision model, silver bullet brands, the brand relationship spectrum, signature social programs, and must-have defined subcategories. A member of the NYAMA Marketing Hall of Fame, his writings have been cited over 160,000 times, and his eighteen books have sold well over one million copies. He is vice-chair of Prophet and lives in Orinda, California.

Inhaltsangabe

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