Aaker on branding : 20 principles that drive success / David Aaker.

Format:

Book

Author/Creator:

Aaker, David A., author.

Language:

English

Subjects (All):

Brand name products--Management.

Brand name products.

Physical Description:

1 online resource (x, 208 pages)

Edition:

1st ed.

Place of Publication:

New York, New York : Morgan James Publishing, [2014]

Language Note:

English

Summary:

Aaker on Branding provides the principles of branding you need to know to create and manage strong brands. The concepts are culled from the articles, six branding books, and other writings of David Aaker and have been proven to help hundreds of firms develop branding programs. With five sections, it provides a story arc about creating a strong brand that involves understanding that brands are assets, creating a compelling brand vision, bringing the brand to life in the marketplace, maintaining its relevance over time, and managing the brand team to create clarity, synergy, and leverage. The book provides a vehicle for a marketing professional to learn or review the issues, problems, and solutions of branding in a compact form.

Contents:

Intro

Cover

Title Page

Copyright

Dedication

Table of Contents

Introduction: Why This Book?

Part I Recognize That Brands Are Assets

1. Brands are Assets that Drive Strategy

2. Brand 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

Acknowledgements

About the Author

Index.

Notes:

Bibliographic Level Mode of Issuance: Monograph

Description based on print version record.

ISBN:

9781614488330

1614488339