David Aaker – författare

"Aaker on Branding" presents in a compact form the twenty essential principles of branding that will lead to the creation of strong brands. Culled from thesix David Aaker brand books and related publications, these principles provide the broad understanding of brands, brand strategy, brand portfolios, andbrand building that all business, marketing, and brand strategists should know."Aaker on Branding" is a source for how you create and maintain strong brands and synergetic brand portfolios. It provides a checklist of strategies,perspectives, tools, and concepts that represents not only what you should know but also what action options should be on the table. When followed, theseprinciples will lead to strong, enduring brands that both support business strategies going forward and create coherent and effective brand families.Those now interested in and involved with branding are faced with information overload, not only from the Aaker books but from others as well. It is hardto know what to read and which elements to adapt. There are a lot of good ideas out there but also some that are inferior, need updating, or are subject tobeing misinterpreted and misapplied. And there are some ideas that, while plausible, are simply wrong if not dangerous especially if taken literally."Aaker on Branding"offers a sense of topic priorities and a roadmap to David Aaker's books, thinking, and contributions. As it structures the largerliterature of the brand field, it also advances the theory of branding and the practice of brand management and, by extension, the practice of businessmanagement.

Aaker on Branding presents in a compact form the twenty essential principles of branding that will lead to the creation of strong brands. Culled from the six David Aaker brand books and related publications, these principles provide the broad understanding of brands, brand strategy, brand portfolios, and brand building that all business, marketing, and brand strategists should know. Aaker on Branding is a “go-to” source for how you create and maintain strong brands and synergetic brand portfolios. It provides a checklist of strategies, perspectives, tools, and concepts that represents not only what you should know but also what action options should be on the table. When followed, these principles will lead to strong, enduring brands that both support business strategies going forward and create coherent and effective brand families. Those now interested in and involved with branding are faced with information overload, not only from the Aaker books but from others as well. It is hard to know what to read and which elements to adapt. There are a lot of good ideas out there but also some that are inferior, need updating, or are subject to being misinterpreted and misapplied. And there are some ideas that, while plausible, are simply wrong if not dangerous—especially if taken literally. Aaker on Branding offers a sense of topic priorities and a roadmap to David Aaker’s books, thinking, and contributions. As it structures the larger literature of the brand field, it also advances the theory of branding and the practice of brand management and, by extension, the practice of business management.

Today’s firms need a social effort that is serious and impactful to be relevant. It’s not enough to make a commitment to reduce energy or have an ad hoc unbranded budget for grants and volunteering—the world needs their resources and agility to address existential threats in society, and their customers (and employees) demand it.As an influential voice in branding and market connection, David Aaker examines how businesses can adapt their approaches for social betterment in, The Future of Purpose-Driven Branding: Signature Programs that Impact & Inspire Both Business and Society. According to Aaker, the future of branding demands that businesses: Create a purpose and culture that nurtures social and environmental effortsCreate signature programs to carry that messageBuild strong signature brands in part with five branding “Must Dos”Use the signature brands to advance a business to get their endorsement and access to their resourcesThe Future of Purpose-Driven Branding demonstrates how firms can create signature programs, build their brands, and use them to advance a business brand, in order to maintain relevance and connect with future consumers.

Some companies and products seem to thrive year after year.What’s their secret? A powerful brand.David Aaker, Vice Chairman of Prophet and Professor Emeritus at UC Berkeley, has won five major career awards in marketing and has written six groundbreaking books that have shaped how businesses build and grow their brands.Now, in this fully revised second edition, Aaker brings his most impactful insights together into one masterclass.Inside, you’ll discover:The most practical and powerful branding concepts in use todayHow to create and manage a winning brand portfolioProven ways to strengthen and leverage brand equityThe 5 B’s of branding: equity, relevance, image, loyalty, and portfolioWhat every marketer must know for the digital eraThe game-changing impact of AI on brand strategy…and much moreIf you want to disrupt your industry, build loyalty, and position your company as a market leader, this is the roadmap.Engaging, insightful, and story-driven, Aaker on Branding, 2nd Edition is the definitive guide to building a brand that endures.Get your copy today—and start creating the brand future you want.

Owning Game-Changing Subcategories is about creating organizational growth in the digital age by creating and owning game-changing subcategories fueled by digital.Owning Game-Changing Subcategories outlines the path to finding, managing, and leveraging new subcategories. In the digital age, the path has been made wider, shorter, and more frequently traveled. Throughout Owning Game-Changing Subcategories, David Aaker discusses certain aspects of the digital age that alter this path, such as E-commerce providing fast, inexpensive market access bypassing the cost of gaining distribution into storefront retailers or creating personal sales teams and social media and websites enabling communication on steroids in comparison with traditional use of advertising or events. Growth is not only a success measure but also creates energy and opportunity for customers and employees. And such growth almost never occurs with “my brand is better than your brand” marketing. Owning Game-Changing Subcategories explores the only ways to grow a business (with rare exceptions) which is to: develop new “must haves” that define a game-changing subcategory that provides a new or markedly superior buying or use experience or brand relationship to a core customer base;become the exemplar brand that represents the subcategory and drives its visibility, positioning, and success; and create barriers to competitors that could include “must-have” associations and a basis of relationships that go beyond functional benefits.

Owning Game-Changing Subcategories is about creating organizational growth in the digital age by creating and owning game-changing subcategories fueled by digital.Owning Game-Changing Subcategories outlines the path to finding, managing, and leveraging new subcategories. In the digital age, the path has been made wider, shorter, and more frequently traveled. Throughout Owning Game-Changing Subcategories, David Aaker discusses certain aspects of the digital age that alter this path, such as E-commerce providing fast, inexpensive market access bypassing the cost of gaining distribution into storefront retailers or creating personal sales teams and social media and websites enabling communication on steroids in comparison with traditional use of advertising or events.Growth is not only a success measure but also creates energy and opportunity for customers and employees. And such growth almost never occurs with "my brand is better than your brand" marketing. Owning Game-Changing Subcategories explores the only ways to grow a business (with rare exceptions) which is to:- develop new "must haves" that define a game-changing subcategory that provides a new or markedly superior buying or use experience or brand relationship to a core customer base;- become the exemplar brand that represents the subcategory and drives its visibility, positioning, and success; and- create barriers to competitors that could include "must-have" associations and a basis of relationships that go beyond functional benefits.

Stories are orders of magnitude which are more effective than facts at achieving attention, persuading, being remembered, and inspiring involvement. Signature stories—intriguing, authentic, and involving narratives—apply the power of stories to communicate a strategic message. Marketing professionals, coping with the digital revolution and the need to have their strategic message heard internally and externally, are realizing that a digital strategy revolves around content and that content is stories. Creating Signature Stories shows organizations how to introduce storytelling into their strategic messaging, and guides organizations to find, or even create, signature stories and leverage them over time. With case studies built into every chapter, organizations will realize the power of storytelling to energize readers, gain visibility, persuade audiences, and inspire action.

"All marketers should heed [the] advice" of this brand marketing guru in his latest book on digital storytelling." —Joseph V. Tripodi, former Chief Marketing Officer, Subway and Coca-ColaStories are orders of magnitude which are more effective than facts at achieving attention, persuading, being remembered, and inspiring involvement. Signature stories?intriguing, authentic, and involving narratives?apply the power of stories to communicate a strategic message. Marketing professionals, coping with the digital revolution and the need to have their strategic message heard internally and externally, are realizing that a digital strategy revolves around content and that content is stories.Creating Signature Stories shows organizations how to introduce storytelling into their strategic messaging, and guides organizations to find, or even create, signature stories and leverage them over time. With case studies built into every chapter, organizations will realize the power of storytelling to energize readers, gain visibility, persuade audiences, and inspire action.