Free PDF Building Strong Brands, by David A. Aaker
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Building Strong Brands, by David A. Aaker
Free PDF Building Strong Brands, by David A. Aaker
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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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