“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 resources such as patents, trademarks, and channel relationships. These assets, which compris... More

Summary:Management fads come and go in the blink of an eye, but branding is here to stay. Closely watched by the stock market and obsessed over by the biggest companies, brand identity is the vital key to customer loyalty. David Aaker, recognised by Brandweek as `the dam of the brand-equity movement... More

From the world's premier thinker and bestselling author on brands comes a crucial new book that shows companies how to manage their brands to develop successful brand portfolios. 43 illustrations throughout.In this long-awaited book from the world's premier brand expert and author of the seminal wor... More

This book describes and illustrates a structured approach to external market analysis that business managers can apply to their strategic decision-making. By using a variety of concepts and methods such as strategic questions, portfolio models and scenario analysis, this book help managers identify ... More

David Aaker has become the guru of brand strategy with his impact research, twelve books, hundred-plus articles, consulting, and speaking. From Fargo to the World of Brands details the intellectual journey that led to a focus on brands--with stops in marketing models, market research, advertising ma... More