Building Strong Brands, 2012, 400 pages, David A.

Aaker, 1471104389,
9781471104381, Simon and Schuster, 2012
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As industries turn increasingly hostile, it is clear that strong brand-building skills are needed to
survive and prosper. In David Aaker's pathbreaking book, MANAGING BRAND EQUITY, managers
discovered the value of a brand as a strategic asset and a company's primary source of competitive
advantage. Now, in this compelling new work, Aaker uses real brand-building cases from Saturn,
General Electric, Kodak, Healthy Choice, McDonald's, and others to demonstrate how strong brands
have been created and managed. A common pitfall of brand strategists is to focus on brand
attributes. Aaker shows how to break out of the box by considering emotional and self-expressive
benefits and by introducing the brand-as-person, brand-as-organisation, and brand-as-symbol
perspectives. A second pitfall is to ignore the fact that individual brands are part of a larger system
consisting of many intertwined and overlapping brands and subbrands. Aaker shows how to
manage the "brand system" to achieve clarity and synergy, to adapt to a changing environment,
and to leverage brand assets into new markets and products. As executives in a wide range of
industries seek to prevent their products and services from becoming commodities, they are
recommitting themselves to brands as a foundation of business strategy. This new work will be
essential reading for the battle-ready.
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