Aaker on Branding

Branding legend David Aaker brings together the best from his nine landmark branding books to deliver a practical guide for anyone responsible for building and managing brands in today’s dynamic digital-first world. 

Het introduces the new 5Bs as the framework for inspiring brands. 

• Create a brand vision that resonates. 
• Employ brand-building actions that break through skepticism. 
• Design brand portfolios that deliver synergy. 
• Use branding to enable disruptive innovation. 
• Use brand differentiators to communicate. 

Philip Kotler, the father of marketing, en ook veel aangehaald door mij: 
 
‘The real test of marketing genius is not o produce a successful productbut to build a lasting brand. David Aaker has done more than anyone else to understand brand building.’