First Friday Book Synopsis

JULY 6, 2011

In his own words: “My passion is understanding brands and helping firms build brands and brand portfolios. My first brand book, Managing Brand Equity defined brand equity and set forth its value to a firm and its customers.

Aaker 75

Aaker Brand Books Management 75

Strategy Driven

APRIL 8, 2011

A consumer decides to buy an established product category or subcategory, such as SUVs. 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.

Brand 56

Brand Aaker Six Sigma Short-term 56

Harvard Business Review

JUNE 17, 2011

The first (about 33% of the cases) is because of product-involvement. That is more likely to be the case when the brand is associated with an offering that is innovative and differentiated in a way that truly resonates with customers. So it comes back to creating and leveraging innovation and differentiation.

Dichter 15

Dichter Media Aaker Katz 15

Harvard Business Review

APRIL 7, 2011

The problem is that incremental innovation and investments in marketing rarely change the market share structure. The latter's products were irrelevant to their decision. Every category has its own stories of innovators who created a league of their own, and bought themselves years and sometimes decades with no real competitor.

Aaker 15

Aaker Brand Marketing Innovation 15

Harvard Business Review

MAY 20, 2011

The only real way to grow sales and profits is to create innovative offerings with some "must haves" that define new categories or subcategories for which competitors are not relevant. Ongoing innovation. It really is a different way to look at strategy.

Aaker 15

Aaker Henderson Brand Competitive Advantage 15

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.

Brand 14

Brand Aaker Objective Team Building 14