Aaker on Branding: 20 Principles That Drive Success



“Aaker on Branding” presents in a compact form the twenty essential principles of branding that will lead to the creation of strong brands. Culled from the six David Aaker brand books and related publications, these principles provide the broad understanding of brands, brand strategy, brand portfolios and brand building that all business, marketing and brand strategists should know.

This book is a source for how you create and maintain strong brands and synergetic brand portfolios. It provides a checklist of strategies, perspectives, tools, and concepts that represents not only what you should know but also what action options should be on the table. When followed, these principles will lead to strong, enduring brands that both support business strategies going forward and create coherent and effective brand families.

Those now interested in and involved with branding are faced with information overload, not only from the Aaker books but from others as well. It is hard to know what to read and which elements to adapt to. There are a lot of good ideas out there but also some that are inferior, need updating or are subject to being misinterpreted and misapplied. And there are some ideas that, while plausible, are simply wrong if not dangerous especially if taken literally.

“Aaker on Branding” offers a sense of topic priorities and a roadmap to David Aaker’s books, thinking, and contributions. As it structures the larger literature of the brand field, it also advances the theory of branding and the practice of brand management and, by extension, the practice of business management.

“Aaker on Branding: 20 Principles That Drive Success” is available at Amazon (US/UK), Barnes & Noble, IndieBound, or wherever books are sold.


Ann Lewness
CMO Abode Technology

“Nobody knows brand strategy better than David Aaker. Aaker has taken all of the essential principles of branding and collapsed them into one epic brand book. Whether you’re a seasoned brand marketer or just getting started, this book will provide you with a practical path to creating, nurturing and leveraging strong brands.”

Joseph V. Tripodi
Chief Marketing and Commercial Officer, Coca-Cola

Professor Aaker has truly given the business world a gift: A highly concise and wonderfully cogent and insightful tutorial on the principles of brand stewardship and leadership.”

Richard Lyons
Dean, Berkeley-Haas School of Business Administration.

I am a devoted user of David Aaker’s work over many years, I like many of you have benefitted from his insights in chunks. Here those chunks are all pulled together, and seasoned with years of his own applied work. It’s just outstanding.

MaryKay Kopf
Global CMO of the Electrolux Group

Addresses ten strategic brand challenges including created a compelling brand vision, getting digital brand building right, and building the brand internally.

Elisa Steele
CMO Consumer Apps and Service, Microsoft

David’s new book is for learners and experts alike; a knowledge center for branding principles and strategies every marketer needs to know and practice. Why go anywhere else?

Steven Althaus
Director of Brand Management

Provocative, rooted in substance, a guiding star for modern marketers!

Sue Shim
Global CMO, Samsung Electronics

David Aaker provides 20 core principles and practical steps to create, enhance and leverage powerful brand asset, which can bring sustainable growth. It is a must read for businessman who want to find a key to future success led by power of brand.

Larry Light
CMO Consumer Apps and Service, Microsoft

David Aaker has created a must-read review of enduring principles and current challenges for 21st Century marketers.

Jim Stengel
Former Global Marketing Officer

David Aaker’s many books have been helpful guideposts for my career in business and marketing. Here is a great book that succinctly summarizes what he has learned in his storied career about building enduring, successful brands. Apply David’s 20 principles, and your brand will be more successful, and you will be a better leader guaranteed!

John Wallis
CMO Consumer Apps and Service, Microsoft

I found the book to be compelling reading for any CMO in this ever changing time and world. It touched raw nerves of challenges we are facing as a company and increased my to do list. And it connected the dots of the evolving role of marketers in organizations.

Philip Kotler
co-author of Marketing Management, 14th ed

The real test of marketing genius is not to produce a successful product but to build a lasting brand. Dave Aaker has done more to help us understand brand building than anyone else.

About the Author

David Aaker, is the author of over one hundred articles and 18 books on marketing, business strategy, and branding that have sold over one million copies. A recognized authority on branding, he has developed concepts and methods on brand building that are used by organizations around the world.


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