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Building Strong Brands

David Aaker

Presented by George Anagnostaros

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Contents

Whichis the book and who is the author? What is branding? What should be branding? How to create and maintain a brand? Why should you differentiate and how will it help you? What ifyour brand does not have "personality"? How to use yourcompany's brand for your products? Synopsis in two lines!

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Book details[1]

Title: Building Strong BrandsPublisher: The Free PressYear: 1996ISBN: 0-02-900151-X

Author: David A. Aaker

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Who is David A. Aaker?[2]

Consultant and author on marketingand particularly branding

He has been calledthe 'father ofbranding'and blogs on "Aaker on Brands".

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What is David A. Aaker working at?[2]

Vice Chairman ofProphet, a global brand and marketingconsultancy firm

Professor Emeritus at the Haas School ofBusiness of theUniversity ofCalifornia, Berkeley

Advisor to Denstu, a major Japanese advertising agency

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What is brand?[3]

A brand is the identity ofa specific

product,service,

business

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How valuable is brand?

A company's brand isthe primary source of

its competitive advantage

and a valuable strategic asset

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Whatshould the brand be?

The brand should havea distinct, clear image that matters to customers

and truly differentiates them from the rest.

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How to create a brand?

Create a broad brand vision oridentity that recognizes abrand as something greater than a set of attributes thatcan be imitated or surpassed.

You should differentiate!

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How to maintain a brand?

Aaker suggests that a company considerits brand not just asa product or service, but as

an organization,a person

and a symbol.

Brand is your company's personality!

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Whyshould you differentiate?

"It is much easier to copy a product, than toduplicate an organization with uniquevalues, people and programs.",said Aaker

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How does differentiationhelps?

Differentiation drives companies to target specific markets.

Forinstance,

Harley Davidson created a brand that is targeted to specificpart of the market that they know exactly

who is their customer.

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What if the brand doesnothave

"personality"?According to what Aaker said:

...not unlike a person,

it lacks friendsand may be easily overlooked

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How to use your company's brand for

your products? A company should have a single, unique and strong

brand. This brand should extended for each product.

Product's brand extension should destroy the corebrand, but it should "fill in the picture, adding details thathelp portray what the brand should stand for"

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Synopsis intwo lines!

1.Brand is youridentity, it should be unique2. Your products should extend your brand, adding details

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References

1) http://www.prophet.com/blog/aakeronbrands2) http://en.wikipedia.org/wiki/David_A._Aaker3) Managing Brand Equity, David A. Aaker

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Thank you!

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