Aaker on Branding

20 Principles That Drive Success

David Aaker

$59.95 $51.20

Hardback

Not in-store but you can order this
How long will it take?

Availability Information

We source books from suppliers in Australia and overseas. For books we don't currently have in stock, the time it takes to get them from our suppliers can vary widely - from a few days to a few months - so we check each book with each supplier to determine the expected time it will take to be supplied to us.

We then advise you accordingly. If the time taken to get any book is too long for you, you can let us know and we will cancel or adjust your order, and refund as required.

To find out the anticipated arrival time for specific items prior to ordering, please contact us by phone or email:

Phone +61 2 9264 3111, or 1800 4 BOOKS (1800 4 26657) if outside Sydney:
option 1 Abbey's Bookshop (Crime, History, Science, Kids & more) • info@abbeys.com.au
option 2 Language Book Centre (ESL & Foreign Languages) • language@abbeys.com.au
option 3 Galaxy Bookshop (Sci-fi, Fantasy, Romance, Graphic Novels) • sf@galaxybooks.com.au

QTY:

English

Morgan James Publishing llc
31 July 2014

Sales & marketing

""Aaker on Branding"" presents in a compact form the twenty essential principles of branding that will lead to the creation of strong brands. Culled from the

six David Aaker brand books and related publications, these principles provide the broad understanding of brands, brand strategy, brand portfolios, and

brand building that all business, marketing, and brand strategists should know.

""Aaker on Branding"" is a source for how you create and maintain strong brands and synergetic brand portfolios. It provides a checklist of strategies,

perspectives, tools, and concepts that represents not only what you should know but also what action options should be on the table. When followed, these

principles will lead to strong, enduring brands that both support business strategies going forward and create coherent and effective brand families.

Those now interested in and involved with branding are faced with information overload, not only from the Aaker books but from others as well. It is hard

to know what to read and which elements to adapt. There are a lot of good ideas out there but also some that are inferior, need updating, or are subject to

being misinterpreted and misapplied. And there are some ideas that, while plausible, are simply wrong if not dangerous especially if taken literally.

""Aaker on Branding""offers a sense of topic priorities and a roadmap to David Aaker's books, thinking, and contributions. As it structures the larger

literature of the brand field, it also advances the theory of branding and the practice of brand management and, by extension, the practice of business

management.

By: David Aaker
Imprint: Morgan James Publishing llc
Country of Publication: United States
Dimensions: Height: 228mm, Width: 152mm, Spine: 10mm
Weight: 181g
ISBN: 9781614488705
ISBN 10: 1614488703
Pages: 220
Publication Date: 31 July 2014
Audience: General/trade , ELT Advanced
Format: Hardback
Publisher's Status: Active

David Aaker, recognized authority on branding, has written six books on brands and brand strategy and another twelve on related topics that together have sold well over one million copies. He developed several concepts including the ""Aaker"" brand vision model, branded energizers, branded differentiators, the brand relationship spectrum, and framing a category. Aaker is the Vice-Chairman of Prophet, a brand and strategy consultancy, and Professor Emeritus of Marketing Strategy at the Haas School of Business, UC Berkeley. The winner of three career awards for contributions to the science of marketing (the Paul D. Converse Award), marketing strategy (the Vijay Mahajan Award), and the theory and practice of marketing (the Buck Weaver Award), he has published over one hundred articles and seventeen books including ""Strategic Market Management"" 10th edition, ""Managing Brand Equity,"" ""Building Strong Brands,"" ""Brand Leadership"" (co-authored with Erich Joachimsthaler), ""Brand Portfolio Strategy,"" ""From Fargo to the World of Brands,"" ""Spanning Silos,"" ""Brand Relevance,"" and ""Three Threats to Brand Relevance."" His books have been translated into eighteen languages and sold well over one million copies. Named as one of the top five most important marketing/business gurus in 2007, David Aaker has won awards for best article in the ""California Management Review"" and (twice) in the ""Journal of Marketing."" A recognized authority on brand equity and brand strategy, he has been an active consultant and speaker throughout the world. A regular columnist for AMA's ""Marketing News,"" he writes the Aaker on Brands blog at davidaaker.com and for the HBR.org blog.

Reviews for Aaker on Branding: 20 Principles That Drive Success

Nobody knows brand strategy better than David Aaker. Aaker has taken all of the essential principles of branding and collapsed them into one epic brand book. Whether you're a seasoned brand marketer or just getting started, this book will provide you with a practical path to creating, nurturing and leveraging strong brands. -Ann Lewness, CMO Abode Technology Professor Aaker has truly given the business world a gift: A highly concise and wonderfully cogent and insightful tutorial on the principles of brand stewardship and leadership. -Joseph V. Tripodi, Chief Marketing and Commercial Officer, Coca-Cola David Aaker is one of my favorite brand authorities because he understands that the modern brand is an asset that should create value and drive strategy for corporations. His latest treatise is brand dynamite. -Beth Comstock, CMO, GE I am a devoted user of David Aaker's work over many years, I like many of you have benefitted from his insights in chunks. Here those chunks are all pulled together, and seasoned with years of his own applied work. It's just outstanding. -Richard Lyons, Dean, Berkeley-Haas School of Business Administration Addresses ten strategic brand challenges including created a compelling brand vision, getting digital brand building right, and building the brand internally. -MaryKay Kopf, Global CMO of the Electrolux Group David's new book is for learners and experts alike - a knowledge center for branding principles and strategies every marketer needs to know and practice. Why go anywhere else? -Elisa Steele, CMO Consumer Apps and Service, Microsoft Provocative, rooted in substance, a guiding star for modern marketers! -Steven Althaus, Director of Brand Management, BMW David Aaker provides 20 core principles and practical steps to create, enhance and leverage powerful brand asset, which can bring sustainable growth. It is a must read for businessman who