“Building Strong Brands” delves into the strategic management of brands, offering insights into how companies can use branding as a key competitive advantage. Through real-world examples from companies like Saturn, General Electric, and McDonald’s, Aaker illustrates how strong brands are developed and maintained.

What Readers Will Learn:

• Strategic Brand Management:
  • Understand the importance of brand identity as a guiding force for strategic vision and brand associations.
  • Learn how to effectively position a brand to communicate its core identity and value proposition.
• Brand Equity Building:
  • Gain insights into measuring and tracking brand equity through specific metrics that reflect awareness, perceived quality, and brand associations.
• Creating Synergy Across Brands:
  • Discover techniques for managing a portfolio of brands to ensure clarity, eliminate consumer confusion, and create synergies between different brands.
• Long-term Brand Investment:
  • Recognize the importance of continuous investment in branding efforts even when immediate financial returns are not evident.

Aaker’s book is an invaluable resource for anyone involved in or interested in the field of branding, offering both theoretical frameworks and practical applications to build strong brands that stand the test of time.