Aaker on Branding: Second Edition

Summary

Available May 6 – David Aaker returns with a timely and essential second edition of Aaker on Branding, 11 years after the original release. As today’s marketing landscape becomes more dynamic, disruptive, and digitally driven, Aaker delivers new insights to help leaders build, communicate and scale strong brands across categories. 

In Aaker on Branding: Second Edition, Aaker introduces the “5B’s of Branding,” a powerful framework designed to help brands stand out in crowded, ever-changing markets. With fresh case studies, brand-building strategies and practical tools, this edition is essential reading for anyone navigating the modern marketing world and aiming to lead with impact. 

This book distills decades of Aaker’s work, covering brand strategy, portfolio management and execution. Updated with seven new chapters on brand communities, disruptive innovation and the 5Bs—this revised edition is a must-have for brand builders seeking to drive uncommon growth. 

Highlights 

• New “5B’s of Branding” framework for brand-led growth 
• Modern brand-building strategies for a digital, socially connected world 
• Updated cases and insights from leading global brands 
• Guidance for marketers at every stage—from CMOs to managers 
• Lessons on building brand platforms that drive strategy and inspire culture 

Endorsements

“David Aaker is one of my favorite brand authorities because he understands that the modern brand is an asset that should create value and drive strategy for corporations. His latest treatise is brand dynamite.”

Beth Comstock
Brand Strategist and Former CMO of GE

“This updated edition reminds us that branding is more important than ever. With Aaker’s sharp thinking and timely insights, marketers will find the tools they need to lead with confidence.”

Antonio Lucio
Former CMO of Facebook and HP

About the Author 

David Aaker is the Vice Chairman of Prophet and Professor Emeritus at the Berkeley Haas School of Business. Named the “Father of Modern Branding” by Phil Kotler, he is the author of 18 books and over 120 articles on branding and marketing. Aaker has been recognized as one of the world’s top business thinkers, and his work has been cited more than 160,000 times. His books have sold over one million copies worldwide and shaped how generations of marketers think about brand strategy. 

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