In this book, David A. Aaker discusses how a brand can be managed as a strategic asset and a source of competitive advantage. The companies whose work is described at length include Saturn, General Electric, Kodak, Healthy Choice, McDonald’s, and many others. Aaker shows how a brand should be considered as a product, a person, an organization, and a symbol. The book is an excellent in-depth approach to the many facets of brand development. However, it sometimes tends to go into extensive detail about slight differences in concepts and definitions, and it is written in a generally dry, academic style. But, the book offers excellent basic principles you can apply to improve your brand. getAbstract recommends this book to everyone involved in marketing.
In this summary, you will learn
- Why consumers associate strong brands with quality products;
- Why you must define your brand’s core identity; and
- How to get consumers to connect with your brand on an emotional level.
About the Author
David A. Aaker is a professor of marketing strategy at the Haas School of Business at the University of California at Berkeley. He has written ten books and more than eighty articles on branding, advertising, and business strategy. He lectures widely and consults for companies in the United States, Europe, and Japan.