| Title | FB1 Building Strong Brands |
| Edition | |
| Call Number | 659.1 AAK b |
| ISBN/ISSN | 9781849830409 |
| Author(s) | David Aaker |
| Subject(s) | |
| Classification | 659.1 AAK b |
| Series Title | GMD | Text |
| Language | English |
| Publisher | Simon & SChuster papeback |
| Publishing Year | 2010 |
| Publishing Place | |
| Collation | |
| Abstract/Notes | 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. |
| Specific Detail Info | |
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