Building Strong Brands

I'm happy that the book arrived. I was expecting the condition I received. Thank you very much. Great experience!

Professor David Aaker is a contemporary pioneer in brand management, and this book is a touchstone. The text can be professorial and theoretical, but it provides useful food for thought.In general, I find his analysis the most interesting. He divides brand assets into: 1) Name Awareness; 2) Loyalty; 3) Perceived Quality; 4) Brand Associations. He further divides brands into corporate brands, endorser brands, ingredient brands, brand extensions, and sub-brands. His Brand Identity Planning model is another useful division of brand concepts.As a marketing practitioner, the most useful model in the book is this Brand Personality Scale which categorizes five brand personalities: 1) Sincerity; 2) Excitement; 3) Competence; 4) Sophistication; 5) Ruggedness. I heard that this model is the result of a well structured and comprehensive study, and that 95% of all brand personalities fit into this taxonomy. It makes intuitive sense, and I use this model frequently.The book does not focus on customer experience, innovation, social media, or bottom-up marketing. (Although Aakers' firm, Prophet, does.) Building Strong Brands assumes a traditional top-down, message driven, big corporate approach to branding. This question is: Are brands the result of something corporations does to customers, or are brands the result of something customers do to corporations?For more recent ideas on brand building, I suggest Clued In, Primal Branding, and Blue Ocean Strategy. Blue Ocean Strategy: How to Create Uncontested Market Space and Make Competition Irrelevant Primalbranding: Create Zealots for Your Brand, Your Company, and Your Future Clued In: How to Keep Customers Coming Back Again and Again

I looked everywhere for solid branding books that frame it beyond the aesthetics, this was the best one by far

It's a great book, that explain the essencials of branding in an easy and intersting way. I recommend this book for those who are introducing to the world of branding.

I strongly advise this book.

Brands = relationships which means they're multifaceted, complex, and dynamic. Aaker offers 10 guidelines for building stronger brands and uses his brand identity model (and specific examples!) to help you get there. I read Aaker's book for a brand strategy course Scott Galloway (NY Times board member and founder of Red Envelope) teaches to NYU MBA students and I believe it's a must-read for every marketer and entrepreneur.

This is the greatest book if you love branding. Leave it on your mantle for parties and get togethers ha.

¡§Brand¡¨ has been a powerful tool for years. With the use of ¡§Brand¡¨, products and service can differentiated from the competitors. With the use of ¡§Brand¡¨, customers can identify the products and services from different brands and they can purchase the one they trusted. With the use of ¡§Brand¡¨, company can provide products to customers while the ¡§Brand¡¨ can serve as the guarantee about the quality for the customers. With the use of ¡§Brand¡¨, company can prepare strategies to build up customer loyalty towards the brand.So, it seems that it is very important for company to make use of ¡§Brand¡¨. And it seems that once the company has built up the ¡§Brand¡¨, they can be successful. It also seems to me that they should keep on using that ¡§Brand¡¨ since the company has put effort to build customer loyalty towards the brand.However, after read this book, I found that the above belief is wrong. Actually, ¡§Brand¡¨ need to be changed over time. For example, just like what mentioned in the book, if the ¡§Brand¡¨ was poorly conceived, or the ¡§Brand¡¨ is out of date, or the ¡§Brand¡¨ appeals to a limited market, or the ¡§Brand¡¨ is not contemporary, or the ¡§Brand¡¨ is tired. It means that it is time for the company to change its ¡§Brand¡¨.So, if you want to know more about ¡§Brand¡¨,if you want to know how to build a strong ¡§Brand¡¨,if you want to know whether it¡¦s time for the your companies¡¦ ¡§Brand¡¨ to be changed,or if you also have the incorrect beliefs about ¡§Brand¡¨ that I mentioned,it would be a good idea for you to read this book to know more about ¡§Brand¡¨.

The book is small and compact but with a lot of pages for a reader like me. The pages aren't smooth or glossy but they're like pages of old novels. The pages smell of nostalgia. The content inside is top notch. The font size is quite small and the pages are filled from top to bottom. Sadly there are no images inside but a few diagrams. The cover design too is quite nice, looks good in the bookshelf. I am yet to read the book completely. Will update the review asap

Everything you need to know about building the brands

Aaker a une approche très intéressante et détaillée de sa vision des marques, ses tableaux sont détaillés et expliqués aux lecteurs et cela nous permet de mieux comprendre les différentes dimensions qui constituent la marque.

Loved the Bluetooth enables headphones very muchThe bass is very good and the battery backup is also amazingI loved the ear buds and the comfy in ear desing feature offered by the brandI would definitely recommend everyone to buy the productAlso the customer service is pretty effective and quick

Quite easy to read and very informative.