Building Strong Brands

David A. Aaker

The book provides a comprehensive framework for developing a strong brand strategy, including defining brand identity, establishing brand positioning, and managing brand equity. It offers practical insights and tools for marketers to create, build, and sustain successful brands in competitive markets.

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Brand Portfolio Strategy

Creating Relevance, Differentiation, Energy, Leverage, and Clarity

David A. Aaker

The book provides insights into managing a portfolio of brands effectively, emphasizing the importance of creating relevance and differentiation among brands to ensure market success. It offers strategies for infusing brands with energy, leveraging brand assets to maximize their value, and maintaining clarity to ensure that each brand's message resonates with its intended audience.

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Brand Relevance

Making Competitors Irrelevant

David A. Aaker

The book discusses strategies for companies to create and dominate new categories or subcategories, making competitors irrelevant by establishing brand relevance rather than relying on brand preference. It emphasizes innovation, understanding customer segments, creating barriers to competition, and maintaining relevance through continuous renewal.

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