The new strategic brand management
"The New Strategic Brand Management" is a book written by David A. Aaker, a renowned expert in the field of branding and marketing. The book was first published in 1991 and has since become a classic in the field of branding.
The book provides a comprehensive framework for understanding and managing brands, and it has been widely adopted by marketers and brand managers around the world. The book's main theme is that brands are not just products or services, but rather a set of associations, relationships, and experiences that are created in the minds of customers.
Aaker argues that brands are created through a process of brand positioning, which involves identifying the unique benefits and values that a brand offers to customers. He also emphasizes the importance of brand identity, which is the set of attributes, values, and personality traits that define a brand.
The book is organized around the concept of the "brand portfolio," which is the set of brands that a company owns and manages. Aaker argues that each brand in the portfolio should have its own unique brand identity and positioning, and that the company should manage the portfolio as a whole to maximize its overall value.
The book also covers topics such as brand equity, brand loyalty, and brand extension, and it provides practical advice on how to develop and implement a brand strategy.
Some of the key concepts and ideas in the book include:
- Brand positioning: The process of identifying the unique benefits and values that a brand offers to customers.
- Brand identity: The set of attributes, values, and personality traits that define a brand.
- Brand portfolio: The set of brands that a company owns and manages.
- Brand equity: The value that a brand has in the minds of customers.
- Brand loyalty: The tendency of customers to repeat their purchases of a brand.
- Brand extension: The process of extending a brand into new product or service categories.
Overall, "The New Strategic Brand Management" is a comprehensive and influential book that has had a significant impact on the field of branding and marketing. It provides a framework for understanding and managing brands, and it offers practical advice on how to develop and implement a brand strategy.