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David A. Aaker: An interview by Bob Morris

First Friday Book Synopsis

My first brand book, Managing Brand Equity defined brand equity and set forth its value to a firm and its customers. The second, Building Strong Brands, described the “brand identity&# model that many firms use to manage their brands and also introduced the Brand Equity Ten [.].

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Forget Brand Preference – Win the Brand Relevance War

Strategy Driven

Brand Relevance : Making Competitors Irrelevant by David Aaker. Not only are these brands phenomenally successful – they are examples of product categories where competitors are nearly irrelevant, says branding guru David Aaker. Defining and Managing the Category or Subcategory. Whole Foods Market. About the Author.

Brand 56
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How CMOs Build Brands by Collaborating Across Silos

Harvard Business Review

All these roles can lead to a seat at the strategy table, an invited seat rather than one forced on the silo executive teams, and to opportunities to link silos both strategically and tactically. Too often silos are constrained and fail to create brilliant offering or marketing innovations. Identify and leverage great ideas.

Brand 15