Books like Building Strong Brands by David A. Aaker

A critical examination of global branding, corporate power, and consumer culture that reveals the social, political, and environmental consequences of multinational marketing practices.

A definitive guide outlining the 22 essential rules for building and sustaining powerful brands, now expanded with new commentary, illustrations, and an additional volume on internet branding.

"Through in-depth analyses of Genuine Brands - Hallmark Cards, Hampton Inn, Lexus, Whirlpool, Starbucks, Citibank, and Charter Club - Duane Knapp presents his unique five-step plan that any organization can follow to become a Genuine Brand in the minds of the customers. First, there is the Brand Assessment: how do your stake-holders - customers, suppliers, employees, etc. - perceive the brand? Second, BrandPromise: what should the brand uniquely promise? Third is Brand Blueprint: how will you communicate the brand? The fourth step is Brand Culturalization: how each and every employee must understand and adopt the BrandPromise. The first four steps all lead to the final step, Brand Advantage: how should the organization nurture, enhance, and innovate the brand? In addition to the case studies that demonstrate the application of each step, Knapp provides detailed process guides to simplify the process of becoming a Genuine Brand."--BOOK JACKET.

David Aaker teaches managers to build a brand portfolio strategy that aligns with business goals, offering tools for relevance, differentiation, and clarity across master brands, subbrands, and extensions.