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Full Description
Did you know Brands Are Assets? Do you know how to create a Brand Vision? Is it possible to bring a Brand to Life? This is the definitive book that answers these questions and more...Aaker on Branding presents in a compact form, the twenty essential principles of branding that will lead to the creation of strong brands. These principles provide a broad understanding of brands, brand strategy, brand portfolios, and brand building that all business, marketing, and brand strategists should know.
Contents
Preface for South Asia Acknowledgments Introduction: Why This Book? Part I. Recognize That Brands Are Assets Brands Are Assets That Drive Strategy Brand Assets Have Real Value Part II. Have a Compelling Brand Vision Create a Brand Vision A Brand Personality Connects The Organization and Its Higher-Purpose Differentiate Get Beyond Functional Benefits Create "Must Haves" Rendering Competitors Irrelevant To Own an Innovation, Brand It From Positioning the Brand to Framing the Subcategory Part III. Bring the Brand to Life Where Do Brand-Building Ideas Come From? Focus on Customer's Sweet Spots Digital-A Critical Brand-building Tool Consistency Wins Internal Branding: A Key Ingredient Part IV. Maintain Relevance Three Threats to Brand Relevance Energize Your Brand! Part V. Manage Your Brand Portfolio You Need a Brand Portfolio Strategy Brand Extensions: The Good, the Bad, and the Ugly Vertical Brand Extensions Have Risks and Rewards Silo Organizations Inhibit Brand Building Epilogue: Ten Branding Challenges Endnotes Index
