Aaker on Branding

• Introduction: Why This Book?Recognize That Brands Are AssetsBrands Are Assets that Drive StrategyBrands Assets Have Real ValueHave a Compelling Brand VisionCreate a Brand VisionA Brand Personality ConnectsThe Organization and Its Higher-Purpose DifferentiateGet Beyond Functional BenefitsCreate Must HavesRendering Competitors IrrelevantTo Own an Innovation, Brand ItFrom Positioning the Brand to Framing the SubcategoryBring the Brand to LifeWhere do Brand-Building Ideas Come From?Focus on Customer's Sweet SpotsDigital A Critical Brand-Building ToolConsistency WinsInternal Branding: A Key IngredientMaintain RelevanceThree Threats to Brand RelevanceEnergize Your Brand!Manage Your Brand PortfolioYou Need a Brand Portfolio StrategyBrand Extensions: The Good, the Bad, and the UglyVertical Brand Extensions Have Risks and RewardsSilo Organizations Inhibit Brand BuildingEpilogue: Ten Branding Challenges

"Nobody knows brand strategy better than David Aaker. Aaker has taken all of the essential principles of branding and collapsed them into one epic brandbook. Whether you’re a seasoned brand marketer or just getting started, this book will provide you with a practical path to creating, nurturingand leveraging strong brands." ---Ann Lewness, CMO Abode Technology"Professor Aaker has truly given the business world a gift: A highly concise and wonderfully cogent and insightful tutorial on the principles of brandstewardship and leadership." ---Joseph V. Tripodi, Chief Marketing and Commercial Officer, Coca-Cola"David Aaker is one of my favorite brand authorities because he understands that the modern brand is an asset that should create value and drive strategyfor corporations. His latest treatise is brand dynamite." ---Beth Comstock, CMO"I am a devoted user of David Aaker's work over many years, I like many of you have benefitted from his insights in chunks. Here those chunks are allpulled together, and seasoned with years of his own applied work. It's just outstanding." ---Richard Lyons, Dean, Berkeley-Haas School of BusinessAdministration"Addresses ten strategic brand challenges including created a compelling brand vision, getting digital brand building right, and building the brandinternally." ---MaryKay Kopf, Global CMO of the Electrolux Group"David's new book is for learners and experts alike; a knowledge center for branding principles and strategies every marketer needs to know and practice.Why go anywhere else?" ---Elisa Steele, CMO Consumer Apps and Service, Microsoft"Provocative, rooted in substance, a guiding star for modern marketers!" ---Steven Althaus, Director of Brand Management"David Aaker provides 20 core principles and practical steps to create, enhance and leverage powerful brand asset, which can bring sustainable growth. Itis a must read for businessman who want to find a key to future success led by power of brand." ---Sue Shim, Global CMO, Samsung Electronics"David Aaker has created a must-read review of enduring principles and current challenges for 21st Century marketers." ---Larry Light, Former CMO McDonalds"David Aaker's many books have been helpful guideposts for my career in business and marketing. Here is a great book that succinctly summarizes what he haslearned in his storied career about building enduring, successful brands. Apply David's 20 principles, and your brand will be more successful, and you willbe a better leader guaranteed!" ---Jim Stengel, Former Global Marketing Officer"I found the book to be compelling reading for any CMO in this ever changing time and world. It touched raw nerves of challenges we are facing as a companyand increased my to do list. And it connected the dots of the evolving role of marketers in organizations." ---John Wallis, CMO Hyatt Hotels Corp"The real test of marketing genius is not to produce a successful product but to build a lasting brand. Dave Aaker has done more to help us understandbrand building than anyone else." ---Philip Kotler, co-author of Marketing Management, 14th ed.