Books like Aaker on Branding by David Aaker

Marty Neumeier’s The Brand Gap offers a concise, boardroom‑oriented framework that connects brand strategy to execution through five core disciplines.

As industries turn increasingly hostile, it is clear that strong brand-building skills are needed to survive and prosper. In David Aaker's book, Managing Brand Equity, managers discovered the value of a brand as a strategic asset and a company's primary source of competitve advantage. Now, in this compelling new work, Aaker uses real brand-building cases from Saturn, General Electric, Kodak, Healthy Choice, McDonald's, and others to demonstrate how strong brands have been created and managed.

"What do Foursquare, Zynga, Nike+, and Groupon have in common? These and many other brands use gamification to deliver a sticky, viral and engaging experience to their customers. This book provides the design strategy and tactics you need to integrate game mechanics into any kind of consumer-facing website or mobile app. You'll learn how to use core game concepts, design patterns, and meaningful code samples to create a fun and captivating social environment"--P. [4] of cover.

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.

"It's a tough time to be a scientist: universities are shuttering science departments, federal funding agencies are facing flat budgets, and many newspapers have dropped their science sections altogether. But according to Marc Kuchner, this antiscience climate doesn't have to equal a career death knell-it just means scientists have to be savvier about promoting their work and themselves. In Marketing for Scientists, he provides clear, detailed advice about how to land a good job, win funding, and shape the public debate. As an astrophysicist at NASA, Kuchner knows that "marketing" can seem like a superficial distraction, whether your daily work is searching for new planets or seeking a cure for cancer. In fact, he argues, it's a critical component of the modern scientific endeavor, not only advancing personal careers but also society's knowledge. Kuchner approaches marketing as a science in itself. He translates theories about human interaction and sense of self into methods for building relationships-one of the most critical skills in any profession. And he explains how to brand yourself effectively-how to get articles published, give compelling presentations, use social media like Facebook and Twitter, and impress potential employers and funders. Like any good scientist, Kuchner bases his conclusions on years of study and experimentation. In Marketing for Scientists, he distills the strategies needed to keep pace in a Web 2.0 world. "-- "It's a tough time to be a scientist: universities are shuttering science departments, federal agencies are facing flat budgets, and many newspapers have dropped their science sections. But according to Marc Kuchner, this anti-science climate doesn't have to equal a career death knell-it just means scientists have to be savvier about promoting their work and themselves. In Marketing for Scientists, he provides clear, detailed advice about how to land a good job, win funding, and shape the public debate. Kuchner presents methods for building relationships and branding yourself effectively-how to get articles published, use social media, and impress potential employers and funders. Marketing for Scientists distills the strategies needed to keep pace in a Web 2.0 world"--