Aaker on Branding: 20 Branding Principles That Drive Success

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. Preface for south asiaAcknowledgmentsIntroduction: Why this book?Recognize that brands are assetsBrands are assets that drive strategyBrand assets have real valueHave a compelling brand visionCreate a brand visionA brand personality connects5. the organization and its higher-purpose differentiate6. get beyond functional benefits7. create “must haves” rendering competitors irrelevant8. to own an innovation, brand itFrom positioning the brand to framing the subcategoryBring the brand to lifeWhere do brand-building ideas come from?Focus on customer’s sweet spotsDigital—a critical brand-building toolConsistency winsInternal branding: a key ingredientMaintain relevanceThree threats to brand relevanceEnergize your brand!Manage your brand portfolioYou need a brand portfolio strategy18. brand extensions: the good, the bad, and the uglyVertical brand extensions have risks and rewardsSilo organizations inhibit brand buildingEpilogue: ten branding challengesEndnotesIndex