Create a strong brand

Author: Aaker
Publisher:
Publish Date: 2004-05-01
Features: One of the important mistakes we make is mistaking 'brand image' (what we actually are) for 'brand identity' (what we want to be successful) — this is one of the many issues this insightful book explores. In this book, the renowned master in the field of brand management, David Aaker, will tell you how to build and manage a brand identity system, measure brand equity, and create strong brands. Every company can benefit from the reflective approach to branding that Dr. Aaker advocates. Like Managing Brand Equity, the theoretical models and questions in this book are illustrated through case studies and examples. I believe that abstract concepts need to be placed in a descriptive context to help readers clarify their thinking and inspire new ideas for researching brands and their management. Additionally, where possible, I have cited relevant academic research to support the discussions in this book or to simulate how hypothetical processes work. Since I cannot assume that all readers have read Managing Brand Equity, I will repeat some key concepts from that book, but the overlapping content between the two books is no more than 5%. The remaining references are from the content of Managing Brand Equity that was discussed in detail.