David Aaker, recognized authority on branding, has written six books on brands and brand strategy and another twelve on related topics that together have sold well over one million copies. He developed several concepts including the "Aaker" brand vision model, branded energizers, branded differentiators, the brand relationship spectrum, and framing a category.
Aaker is the Vice-Chairman of Prophet, a brand and strategy consultancy, and Professor Emeritus of Marketing Strategy at the Haas School of Business, UC Berkeley. The winner of three career awards for contributions to the science of marketing (the Paul D. Converse Award), marketing strategy (the Vijay Mahajan Award), and the theory and practice of marketing (the Buck Weaver Award), he has published over one hundred articles and seventeen books including "Strategic Market Management" 10th edition, "Managing Brand Equity," "Building Strong Brands," "Brand Leadership" (co-authored with Erich Joachimsthaler), "Brand Portfolio Strategy," "From Fargo to the World of Brands," "Spanning Silos," "Brand Relevance," and "Three Threats to Brand Relevance." His books have been translated into eighteen languages and sold well over one million copies.
Named as one of the top five most important marketing/business gurus in 2007, David Aaker has won awards for best article in the "California Management Review" and (twice) in the "Journal of Marketing." A recognized authority on brand equity and brand strategy, he has been an active consultant and speaker throughout the world. A regular columnist for AMA's "Marketing News," he writes the Aaker on Brands blog at [...] and for the [...] blog.

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