"Aaker on Branding" presents in a compact form the twenty essential
principles of branding that will lead to the creation of strong brands.
Culled from the six David Aaker brand books and related publications,
these principles provide the broad understanding of brands, brand
strategy, brand portfolios, and brand building that all business,
marketing, and brand strategists should know.
"Aaker on Branding" is a source for how you create and maintain strong
brands and synergetic brand portfolios. It provides a checklist of
strategies, perspectives, tools, and concepts that represents not only
what you should know but also what action options should be on the
table. When followed, these principles will lead to strong, enduring
brands that both support business strategies going forward and create
coherent and effective brand families.
Those now interested in and involved with branding are faced with
information overload, not only from the Aaker books but from others as
well. It is hard to know what to read and which elements to adapt. There
are a lot of good ideas out there but also some that are inferior, need
updating, or are subject to being misinterpreted and misapplied. And
there are some ideas that, while plausible, are simply wrong 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
larger literature of the brand field, it also advances the theory of
branding and the practice of brand management and, by extension, the
practice of business management.
