David A. Aaker

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Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage, and Clarity

by David A. Aaker

In this long-awaited book from the world's premier brand expert and author of the seminal work Building Strong Brands, David Aaker shows managers how to construct a brand portfolio strategy that will support...


Brand Equity & Advertising: Advertising's Role in Building Strong Brands

by David A. Aaker & Alexander L. Biel

The tenth annual Advertising and Consumer Psychology Conference held in San Francisco focused on branding -- a subject generating intense interest both in academia and in the "real world." The principle theory...


Three Threats to Brand Relevance: Strategies That Work

by David A. Aaker

"Threats to brand relevance are always lurking around the corner. Your brand is virtually never immune from the risk of fading instead of being energized or being damaged instead of strengthened."-David Aaker...


Brand Relevance: Making Competitors Irrelevant

by David A. Aaker

Branding guru Aaker shows how to eliminate the competition and become the lead brand in your market

This ground-breaking book defines the concept of brand relevance using dozens of case studies-Prius, Whole...


Spanning Silos: The New CMO Imperative

by David A. Aaker

Powerful product, country, and functional silos are jeopardizing companies' marketing efforts. Because of silos, firms misallocate resources, send inconsistent messages to the marketplace, and fail to leverage...


Building Strong Brands

by David A. Aaker

As industries turn increasingly hostile, it is clear that strong brand-building skills are needed to survive and prosper. In David Aaker's pathbreaking book, Managing Brand Equity, managers discovered the value...


Managing Brand Equity

by David A. Aaker

The most important assets of any business are intangible: its company name, brands, symbols, and slogans, and their underlying associations, perceived quality, name awareness, customer base, and proprietary...


Three Threats to Brand Relevance

by David A. Aaker

"Threats to brand relevance are always lurking around the corner. Your brand is virtually never immune from the risk of fading instead of being energized or being damaged instead of strengthened."—David Aaker...


Brand Relevance

by David A. Aaker

Branding guru Aaker shows how to eliminate the competition and become the lead brand in your market

This ground-breaking book defines the concept of brand relevance using dozens of case studies-Prius, Whole...