Marketing: Brand #2 -- Aaker

David Aaker.
Father of Brand.

Wrote a trilogy of branding books:
1) Managing Brand Equity, 1991

Here he argues that:

The most important assets of any business are intangible.

• its company name, brand, symbols, and slogans, and their underlying associations,
• perceived quality,
• name awareness,
• customer base, and
• proprietary resources such as patents, trademarks, and channel relationships.

These assests comprises the brand equity which is a primary source of competitive advantage and future earnings.

2) Building Strong Brand, 1995

3) Brand Leadership, 2000