David Aaker

Aaker on Branding

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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.
This book is currently unavailable
245 printed pages
Original publication
2014

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Quotes

    Federicohas quoted6 months ago
    What are the steps needed to create strong brands? What are the options along the way?
    Federicohas quoted6 months ago
    strength of these brands has led to customer loyalty, business success, resilience despite product problems, and the basis for moving into new products or markets.
    Federicohas quoted6 months ago
    a brand is more than delivering on a promise. It is also a journey, an evolving relationship based on the perceptions and experiences that a customer has every time he or she connects to the brand.

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