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Top Five Go-To Books Related to Marketing - Book Number Three

Marketing Moments
September 9, 2015 7:00 PM

Sales and MarketingBook Number Three: Aaker on Branding: 20 Principles that Drive Success – David Aaker

  • Only academic – 15 books, articles, etc.
  • Professor Emeritus – Haas School of Business, University of CA Berkeley
  • Consults, Awards and Vice-Chairman for profit
  • Compact presentation of the core principles from everything he has learned and written.
  • Thinks about brands and business as a promise, a relationship, and a journey.
  • Relevance, benefits, resilience…and fun!
  • More important, platform for strategic options that affects financials, growth, life.
  • Because he recognized that brands are assets with value…brand equity:
    • If you have a name, you have a brand.
    • Human body – value of elements = $160 (Oprah, Tiger, Kardashians)
  • Bottom line: A brand will benefit if it can develop an actionable higher purpose.
  • Quote by Dick Bruner, "The business of a club is to raise the member’s standard of living."

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Marketing Moments, hosted by Dr. Bonnie Knutson. With her wit and entertaining style, Bonnie, a frequent speaker at business and association meetings takes her perspective and brings it to our broadcast platform. She shares decades of knowledge and brand awareness, and gives us all a new lens on marketing for business.

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