"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.

"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.

Introduction: Why This Book?

Recognize That Brands Are Assets

Brands Are Assets that Drive Strategy

Brands Assets Have Real Value

Have a Compelling Brand Vision

Create a Brand Vision

A Brand Personality Connects

The Organization and Its Higher-Purpose Differentiate

Get Beyond Functional Benefits

Create Must Haves

Rendering Competitors Irrelevant

To Own an Innovation, Brand It

From Positioning the Brand to Framing the Subcategory

Bring the Brand to Life

Where do Brand-Building Ideas Come From?

Focus on Customer's Sweet Spots

Digital A Critical Brand-Building Tool

Consistency Wins

Internal Branding: A Key Ingredient

Maintain Relevance

Three Threats to Brand Relevance

Energize Your Brand!

Manage Your Brand Portfolio

You Need a Brand Portfolio Strategy

Brand Extensions: The Good, the Bad, and the Ugly

Vertical Brand Extensions Have Risks and Rewards

Silo Organizations Inhibit Brand Building

Epilogue: Ten Branding Challenges