Aaker Brand Management Marketing Process 
Harvard Business Review
MAY 31, 2011
The challenge for the Chief Marketing Officer is to create marketing and brand building that is both exceptional and efficient in the face of country, product, and functional silos. Pharmacia had a global team representing regional silos that met to coordinate marketing globally and to coordinate new product planning.
Harvard Business Review
APRIL 21, 2015
And brands are part of that everything. Some of the pioneering work on applying this idea to brands and actually measuring their personalities was done in the 1990s by Jennifer Aaker, then at UCLA and now at Stanford. In subsequent decades the thinking about brands as humanlike entities has gone in a lot of different directions.
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