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Reactions to Aaker on Branding: 20 Principles That Drive Success by David Aaker

Aaker on Branding: 20 Principles That Drive SuccessAaker on Branding: 20 Principles That Drive Success by David Aaker
My rating: 3 of 5 stars

A worthy book – a better-than-average high-level overview of trends, insights, and best practices in modern-day branding.

Aaker on Branding was my first encounter with David Aaker, whose reputation is certainly substantial. On the basis of this material, he seems to be the real deal, an optimal combination of academic and practitioner (properly leaning toward the latter).

This book is best for the MBA student/recent grad, or someone moving into marketing/branding from another field. As with all popular writing on marketing, the focus here is nearly exclusively on consumer brands – and generally on nurturing and expanding existing brands with substantial resources and scale.

There’s nothing of note on B2B branding (still a major gap in overall research and practice both), even less on creating a brand from scratch, and most unfortunately, very little on how to measure branding effectiveness quantitatively.

But it’s hard for me to imagine a more useful distillation and summary of how to approach large-scale consumer brand-building in the early 21st century.

The self-published vibe of the book led me to think it would be a lightweight giveaway advertising the services of Aaker’s consulting company. While that’s still certainly the implication, the firm itself is never mentioned, and the book stands on its own. Worth the time and attention if you’re its target audience.

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