Aaker On Branding 20 Principles That Drive Success Pdf 26
Stefania States
"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 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.
Denise: Hello, this is Denise Yohn, and welcome to the Brand is Business Bites podcast. The Brand is Business Bites podcast gives you a taste of insights and information about brands, businesses, and the people who work on them. It is available on iTunes. For more stuff for your brain to chew on, please visit my visit at deniseleeyohn.com.
David: Well, actually almost everything has changed. I mean, the brand has always needed energy, but today, energy and breaking out of the clutter is more important than ever. If your brand lacks energy, it is not only going to lack an intense relationship with a customer, but it is also going to just lack visibility. So we need energy. Important then and even more important, now, is authenticity and trust. You have to really be sincere and believable, and it helps to have a higher purpose in that regard. And it helps to be able to handle difficulties and controversies well in that regard. So there is a lot that is the same, but it is more intense now. The importance of breaking out of the clutter has always been there, but now, with social media, you really have to have something that is worth listening to and that is worth re-telling.
Denise: Okay. Dave I wanted to ask you a question that I get asked pretty often, and it has come up actually in the last year. Because of the nearly ubiquitous, some would say, nearly perfect information that is out there about products, that some folks may suggest that because of that information, the role of brands and the role of branding has diminished and will continue to become much less important than just actual information. Where do you stand on that issue?
David: Yes, the book is a compact overview of branding. So it is a good way to catch up, and it is a good way to learn, if you have a staff that needs that. It is available at Amazon, Barnes and Noble, and hopefully in the business book stores.
Denise: Great, and I would also encourage everyone to take a look at Davidaaker.com and follow Dave on Twitter. Dave, you are such a source of information, and I always learn something every time you write something. So I want to thank you for being with me, today here, and thank you for being such a great inspiration and teacher to me through the years.
"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.
"Nobody knows brand strategy better than David Aaker. Aaker has taken all of the essential principles of branding and collapsed them into one epic brand book. Whether you're a seasoned brand marketer or just getting started, this book will provide you with a practical path to creating, nurturing and leveraging strong brands." ---Ann Lewness, CMO Abode Technology
"Professor Aaker has truly given the business world a gift: A highly concise and wonderfully cogent and insightful tutorial on the principles of brand stewardship and leadership." ---Joseph V. Tripodi, Chief Marketing and Commercial Officer, Coca-Cola
"David Aaker is one of my favorite brand authorities because he understands that the modern brand is an asset that should create value and drive strategy for corporations. His latest treatise is brand dynamite." ---Beth Comstock, CMO
"I am a devoted user of David Aaker's work over many years, I like many of you have benefitted from his insights in chunks. Here those chunks are all pulled together, and seasoned with years of his own applied work. It's just outstanding." ---Richard Lyons, Dean, Berkeley-Haas School of Business Administration
"Addresses ten strategic brand challenges including created a compelling brand vision, getting digital brand building right, and building the brand internally." ---MaryKay Kopf, Global CMO of the Electrolux Group
"David's new book is for learners and experts alike; a knowledge center for branding principles and strategies every marketer needs to know and practice. Why go anywhere else?" ---Elisa Steele, CMO Consumer Apps and Service, Microsoft
"David Aaker provides 20 core principles and practical steps to create, enhance and leverage powerful brand asset, which can bring sustainable growth. It is a must read for businessman who want to find a key to future success led by power of brand." ---Sue Shim, Global CMO, Samsung Electronics
"David Aaker's many books have been helpful guideposts for my career in business and marketing. Here is a great book that succinctly summarizes what he has learned in his storied career about building enduring, successful brands. Apply David's 20 principles, and your brand will be more successful, and you will be a better leader guaranteed!" ---Jim Stengel, Former Global Marketing Officer
"I found the book to be compelling reading for any CMO in this ever changing time and world. It touched raw nerves of challenges we are facing as a company and increased my to do list. And it connected the dots of the evolving role of marketers in organizations." ---John Wallis, CMO Hyatt Hotels Corp
"The real test of marketing genius is not to produce a successful product but to build a lasting brand. Dave Aaker has done more to help us understand brand building than anyone else." ---Philip Kotler, co-author of Marketing Management, 14th ed.
I am the Vice Chair at Prophet, a global brand and marketing consulting company that is on the forefront of branding issues, and Professor Emeritus of Marketing Strategy at the Haas School of Business at UC Berkeley. I blog at Aaker on Brands ( ). I live in Orinda, California near my three daughters and seven grandchildren and try to do a lot of biking and just enough golfing. My professional passion is understanding brands and helping firms build brands and brand portfolios.
David A. Aaker is the Vice Chairman of Prophet and Professor Emeritus of Marketing Strategy at the University of California Berkeley Haas School of Business. He is the winner of five career awards for contributions to the practice and science of marketing, including the Paul D. Converse Award, the Vijay Mahajan Award, the Buck Weaver Award, the Sheth Foundation Medal and being named to the NYAMA Marketing Hall of Fame. He has published over 100 articles and 18 books that have sold well over 1 million copies and been translated into 18 languages, including Strategic Market Management, Building Strong Brands, Brand Leadership (co-authored Erich Joachimsthaler), Brand Portfolio Strategy, From Fargo to the World of Brands, Spanning Silos, Brand Relevance, Aaker on Branding, Creating Signature Stories, Owning Game-Changing Subcategories and The Future of Purpose-Driven Branding. Named one of the top five most important marketing/business gurus in 2007, Aaker has won awards for the best article in the California Management Review and the Journal of Marketing (twice). A recognized authority on brand strategy, he has been an active consultant and speaker throughout the world. He regularly blogs at davidaaker.com and on Linkedin.
Such a shift has had a profound shift on both organizational and marketing strategy. More recently, this shift has corresponded with the rise of social technologies, a process which we detail in our book The Social Employee (McGraw-Hill, 2013). In order to accomplish this, marketers must be guaranteed a seat at the strategy table, as internal branding becomes just as essential as external branding.
Aaker lays out a process for creating a compelling, actionable brand vision that is memorable and actionable, inspirational and practical. While the essence of a brand vision can be summed up in a brief statement, Aaker recommends creating between six and twelve vision elements and then organizing them into a core tier and a secondary, extended tier.
Below are recent endorsements for The Social Employee (McGraw-Hill, August 2013) by Tom Peters and David Aaker on their social networks, but if you want to see more of their endorsements click here.
The Social Employee offers an unparalleled behind-the-scenes look at the social business success stories of some of the biggest brand names in the business world, including IBM, AT&T, Dell, Adobe, Southwest Airlines, Cisco, Acxiom, and Domo. These cutting-edge brands have all come to the same realization: the path to social business lies through empowering the social employee.
The brands that leverage their employee base in order to engage customers and prospects through social media are the ones destined to win the marketing wars. This book not only details the astronomical rise of the social employee, but also outlines the innovative methods that leading companies have employed to foster cultures of enthusiastic and engaged workers.
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