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Building Strong Brands, by David A. Aaker
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From Publishers Weekly
Aaker (marketing, Univ. of California- Berkeley) has written a sequel to his Managing Brand Equity (Free Pr., 1991). In this latest offering he tells how to deal with the fragmentation of markets by building brand identity, creating brand personality, and managing a brand system. With extensive case studies and illustrations of companies' ads, he emphasizes positioning a brand personality to match that of the consumer being targeted. Kingsford, known for its charcoal, tried to move into a line of foods but failed, unable to shake its charcoal image. Healthy Choice created the perception that healthy foods can taste good. Saturn developed from a new company in an old industry and had to "sell the company, not the car." Aaker's well-written book is for specialists in the field of marketing. Recommended for large business collections.Joel Jones, Kansas Cty. P.L., Mo.Copyright 1995 Reed Business Information, Inc.
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From Booklist
Although the author's credentials (he's a University of California at Berkeley business professor) might seem to exclude average readers, that is, those outside the marketing profession, there's a great deal of interesting general information packed into these pages. Far from being an ethereal dissertation on brands, brand equity, and brand identity, Aaker's book presents case examples to which anyone can relate. It is edifying to peruse the sections on past brand strategies and on the making of the Saturn automobile brand, among other topics. Barbara Jacobs
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Product details
Hardcover: 400 pages
Publisher: Free Press (December 12, 1995)
Language: English
ISBN-10: 002900151X
ISBN-13: 978-0029001516
Product Dimensions:
6.1 x 1.4 x 9.2 inches
Shipping Weight: 1.3 pounds (View shipping rates and policies)
Average Customer Review:
4.3 out of 5 stars
23 customer reviews
Amazon Best Sellers Rank:
#168,477 in Books (See Top 100 in Books)
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 IrrelevantPrimalbranding: Create Zealots for Your Brand, Your Company, and Your FutureClued 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
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.
Great
Basic literature for brand builders, marketing professionals and anyone building or administrating a company. From startups to stabilised companies, the knowledge presented in this book by one of the fathers of branding is well presented and organised.
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.
Had some very helpful ideas.
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