BRAND LEADERSHIP BY DAVID A. AAKER
Whether you own a company, or you are employed somewhere, maybe you are a freelance consultant and expert, your brand will be the decisive factor of your professional success. Nowadays, success and failure are straightly proportional to the quality of your brand. In ‘Brand Leadership: Building Assets in Information Economy’, David A. Aaker reveals new perspectives of brand leadership and management.
David A. Aaker is the Vice-President of Prophet, Professor Emeritus of Marketing Strategy at the Haas School of Business, University of California at Berkeley, Advisor at Dentsu Inc., and globally recognize and acclaimed expert of brand building and management. ‘Brand Leadership: Building Assets in Information Economy’ was written in 2009 by David A.Aker and his coauthor Erich Joachimsthaler. Even though the book is more than 10 years old, it is still very popular and on high demand among professionals in the field of branding. This book is dedicated to professional brand builders and brand managers. It provides information and knowledge on the particular specifics of brand management:
- Identifying, creating, and elaborating brand identities
- The usage of brand relationship systems
- The usage of the Internet and sponsorships to make brand management more effective
- Addressing the four imperatives of international brand management.
I liked reading this book. At the same time, this book is very complex. I am sure that all the ideas and thoughts expressed in the book could be revealed through a simple language. While reading this book, you will make efforts to comprehend the meaning of the author’s words. Sometimes, authors try to make their sentences more complex and complicated to understand. They think that such words seem and sound smarter and more intellectual. David A. Aker did the same thing in this book. I didn’t find this book much readable. On the opposite side, the author gives a lot of good advice on how to manage brands.
If you are a professional brand builder or manager and you are familiar will all those sophisticated professional terms, then, you will surely understand and enjoy this book. On the other hand, if you are just starting to get familiar with the science of branding, then, I wouldn’t recommend this book to you. Pick up something simpler. ‘Brand Leadership: Building Assets in Information Economy’ is a book for well-established and professional brand experts who want to level up and enhance their knowledge and skills in the business of branding.