First Friday Book Synopsis

APRIL 13, 2011

Here is an excerpt from an article written by David Aaker for “The Conversation&# series featured by the Harvard Business Review blog. To read the complete article, check out the wealth of free resources, and sign up for a subscription to HBR email alerts, please click here. * * * When a brand sallies forth [.].

Aaker 85

Aaker Brand Review Blog 85

Strategy Driven

SEPTEMBER 27, 2013

The systemic nature of marketing strategy depersonalizes their audience by using language that groups customers into segments and tar¬gets. Marketing scholars Jennifer Aaker and Susan Fournier reveal how closely business relationships and interpersonal relationships mirrored each other in an Internet-based psychology test.

Aaker 63

Aaker Short-term Marketing Benchmarking 63

Harvard Business Review

APRIL 7, 2011

The same can be said of Apple's iPod, Enterprise Rent-A-Car, Seibel Systems, SalesForce.com, Dreyer's Slow Churned Ice Cream, Whole Foods Market, Zappos.com, Schwab's OneSource, Mr. Clean Magic Eraser, Westin's Heavenly Bed, and hundreds of other brands. It competed on brand relevance. It's always more profitable.

Aaker 15

Aaker Brand Marketing Innovation 15

Harvard Business Review

MAY 31, 2011

Chevron used a global brand team formed with top-level operating people representing country and product silos charged to sponsor a process that would lead to a coherent brand portfolio and brand management system. Get a common planning and information system. The five suggestions all have been shown to advance these objectives.

Brand 14

Brand Aaker Objective Team Building 14