Aaker on Branding:20 Principles that Drive Success

David Aaker is one of the maestros in Brand Management since over 3 decades and is the creator of the Aaker model, a marketing model that views brand equity as a combination of brand awareness, brand loyalty, and brand associations. He has published six books on branding, from which he has effectively developed the 20 principles that drive success in branding in this book. The book recognizes the overwhelming nature of books on brand management, and offers a consolidation of the best principles of successful brand building. The principles are set on 5 themes, viz. to recognize that brands are assets, have a brand vision, bring the brand to life, maintain relevance and manage your brand portfolio.