3 Review(s)

Building Strong Brands, authored by David A. Aaker, is a brilliant book that details on the creation of a brand’s identity and sustaining it. Summary of the Book David discusses how a manager should consider the emotional benefits of a brand and not just the physical characteristics. The value and significance of a brand is a tactical asset and a firm’s chief source of competitive gain. Brand image and brand position are two other concepts that he discusses about. Building Strong Brands is essential for those who aspire to build their brands in the times ever changing market fluctuations successfully. About David A. Aaker David A. Aaker is the Vice Chairman of Prophet Brand Strategy which is an executive advisor for Dentsu Inc. He is the creator of a marketing model called the Aaker Model. It projects brand equity as a combination of brand awareness, brand associations, and brand loyalty. David is the Professor Emeritus of Marketing Strategy at the Hass School of Business, UC Berkeley. He has been honoured with Paul D. Converse Award and the MIT Buck Weaver Award among many other accolades. He has authored several books like Brand Leadership, Advertising Management, Strategic Market Management, Brand Relevance: Making Competitions Irrelevant, and Managing Brand Equity.