Building Strong Brands
Author: David A. Aaker
List Price: $28.00
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ISBN: 002900151X
Publisher: Free Press (December, 1995)
Sales Rank: 5,759
Average Customer Rating: 4.08 out of 5
Customer Reviews
Rating: 5 out of 5
Fantastic.
Branding appears to be a mushy, unquantifiable subject. Before I bought this book I read through countless articles on the subject that just didn't make much sense. Reading Aaker's book provided the opposite experience: crystal clear, a compelling argument for why brand matters and how best to build one.
Rating: 5 out of 5
smart and thorough
The single most useful book I've found on brand development. Aaker presents a thorough, but easy to read exploration of the many branding complexities. Giving the reader a framework of inter-related concepts, he gels the essence of each point with useful examples. You immediately understand the idea and move comfortably on to the next - quite an accomplishment for such a complex subject.If I have one frustration, it's that even with his flowcharts and figures, I suspect there is a comprehensive diagram to be had which would tie all the branding issues and dimensions into a single profile. After reading the book I found myself trying to flowchart it all to better see the relationships involved. It would have been helpful if the author had done it for us.
Even so, I value the book highly and it will become a central reference for my entire staff.
Rating: 4 out of 5
A good brand classic!
This book is a comprehensive and holistic approach to brand , although a but out-dated. For more updated concepts I reccommend 60-Minute Brand Strategist by Idris Mootee. The author presents an expanded view of the meaning and role of brands and gives a new dimension, deeper than the single, limited conceptualization of a brand as a product. The role of the organizational associations, of the culture values and the emotional imput is very well integrated to understand the multidimensional meaning of a brand. Both books will help brand, marketing and/or commercialization managers to best leverage their corporate, range and product brands. Additionally, the insights presented to understand brand and company valuations are very well explained. Similar Products
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