David Aaker Primary Author mixed material bibliography Simon & SChuster papeback 2010 monographic en English

Text

Professor David Aaker is a contemporary pioneer in brand management, and this book is a touchstone. The text can be professorial and theoretical, but it provides useful food for thought. In general, I find his analysis the most interesting. He divides brand assets into: 1) Name Awareness; 2) Loyalty; 3) Perceived Quality; 4) Brand Associations. He further divides brands into corporate brands, endorser brands, ingredient brands, brand extensions, and sub-brands. His Brand Identity Planning model is another useful division of brand concepts. As a marketing practitioner, the most useful model in the book is this Brand Personality Scale which categorizes five brand personalities: 1) Sincerity; 2) Excitement; 3) Competence; 4) Sophistication; 5) Ruggedness. I heard that this model is the result of a well structured and comprehensive study, and that 95% of all brand personalities fit into this taxonomy. It makes intuitive sense, and I use this model frequently. 659.1 AAK b9781849830409 Lasalle College Jakarta Library Catalogue 659.1 AAK b FB10381 Fashion Business 659.1 AAK b 2064 2023-01-09 14:54:07 2023-01-09 14:57:08 machine generated