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Aaker on branding: 20 principles that drive success

By: Aaker, David.
Material type: materialTypeLabelBookPublisher: New Delhi Sage Publications 2015Description: xiv, 235 p.ISBN: 9789351503903.Subject(s): Brand name products - Management | MarketingDDC classification: 658.827 Summary: Aaker on Branding presents in a compact form, the twenty essential principles of branding that will lead to the creation of strong brands. These principles provide a broad understanding of brands, brand strategy, brand portfolios, and brand building that all business, marketing, and brand strategists should know. (http://www.sagepub.in/books/Book248695?prodTypes=any&imprint=%22SAGE%20Response%22&sortBy=defaultPubDate%20desc&fs=1#tabview=title)
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Non-fiction 658.827 A2A2 (Browse shelf) Available 191507

Table of Contents:


pt. I Recognize That Brands Are Assets


1.Brands Are Assets That Drive Strategy

2.Brand Assets Have Real Value


pt. 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


pt. 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


pt. IV Maintain Relevance


15.Three Threats to Brand Relevance

16.Energize Your Brand!


pt. V Manage Your Brand Portfolio


17.You Need a Brand Portfolio Strategy

18.Brand Extensions: The Good, the Bad, and the Ugly
Contents note continued: 19.Vertical Brand Extensions Have Risks and Rewards

20.Silo Organizations Inhibit Brand Building.

Aaker on Branding presents in a compact form, the twenty essential principles of branding that will lead to the creation of strong brands. These principles provide a broad understanding of brands, brand strategy, brand portfolios, and brand building that all business, marketing, and brand strategists should know.

(http://www.sagepub.in/books/Book248695?prodTypes=any&imprint=%22SAGE%20Response%22&sortBy=defaultPubDate%20desc&fs=1#tabview=title)

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