Building Strong Brands
How to build and manage brands as strategic assets.
Aaker presents a systematic framework for building brand equity through clear brand identity, positioning, and management. Drawing on real cases from Saturn, GE, Kodak, McDonald's, and others, he shows how strong brands are deliberately created and sustained. The book introduces the influential brand identity system and the concept of brands as assets.
Founders who treat brand as a strategic asset rather than marketing decoration build durable competitive moats, and Aaker provides the academic backbone for doing so. His frameworks for brand identity and equity remain a reference point for serious brand builders.
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