Did you know brands are assets?

• Do you know how to create a brand vision?
• Is it possible to bring a brand to life?
• This is the definitive book that answers these questions and more...
• Aaker on branding presents in a compact form, the twenty essential principles of branding that will lead to the creation of strong brands. these principles provide a broad understanding of brands, brand strategy, brand portfolios, and brand building that all business, marketing, and brand strategists should know

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• Preface for south asia
• Acknowledgments
• Introduction: Why this book?
• Recognize that brands are assets
• Brands are assets that drive strategy
• Brand assets have real value
• Have a compelling brand vision
• Create a brand vision
• A brand personality connects
• 5. the organization and its higher-purpose differentiate
• 6. get beyond functional benefits
• 7. create “must haves” rendering competitors irrelevant
• 8. to own an innovation, brand it
• From positioning the brand to framing the subcategory
• Bring the brand to life
• Where do brand-building ideas come from?
• Focus on customer’s sweet spots
• Digital—a critical brand-building tool
• Consistency wins
• Internal branding: a key ingredient
• Maintain relevance
• Three threats to brand relevance
• Energize your brand!
• Manage your brand portfolio
• You need a brand portfolio strategy
• 18. brand extensions: the good, the bad, and the ugly
• Vertical brand extensions have risks and rewards
• Silo organizations inhibit brand building
• Epilogue: ten branding challenges
• Endnotes
• Index