David A. Aaker: An interview by Bob Morris
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. 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 [.].