Building Strong Brands

Rating:
Summary: A definite must for all of us involved in advertising
Review: A great source of information for both the student and the professional marketer. Aaker is in a class of his own. A mentor that I have only had the pleasure of meeting through a book.

Rating:
Summary: Building A Brand
Review: Add this to the list of business books that you must read before you try to build a brand of your own. I also liked Micheal Levine's Guerilla PR Wired, which is great for taking on Internet branding.

Rating:
Summary: Fantastic.
Review: Branding appears to be a mushy, unquantifiable subject. Before I bought this book I read through countless articles on the subject that just didn't make much sense. Reading Aaker's book provided the opposite experience: crystal clear, a compelling argument for why brand matters and how best to build one.

Rating:
Summary: An Excellent Read
Review: Building Strong Brands realizes right away how crucial a brand identity is in today's economy. Well written and researched, Aaker delves into case histories of some very well known brands--such as Saturn--to forcefully argue his premise about the vital importance that a well-established brand identity can play in marketing and selling a product. Although his case histories are strong ones, each situation is unique. Guerilla PR: Wired is laden with various techniques to help an organization market its brand identity.

Rating:
Summary: Academic Drivel
Review: I found this book to be poorly organized, over-articulated mush. As someone who has worked on several extremely successful brands including Sony and the "Virginia is for Lovers" campaign, I would be shocked to see that this book had received high marks from anyone who actually worked in advertising, marketing or brand management. Yes, Aaker has some decent insights into brand management in his case studies -- hindsight is 20/20. Unfortunately, they're difficult to find, since his writing is extremely repetitive and verbose. One gets the impression he is more interested in communicating how intelligent he is, than actual information on brand equity. There are a few bits of good information buried in the middle of the book, but it is not worth the long, painful journey to get to them. Read it only if you are having trouble falling asleep.

Rating:
Summary: smart and thorough
Review: In a era where most of the brand managers have been taught of simple methods of brand positioning and urged to be single minded, this book provides a new comprehensive way to find richness in the brand image planning. The author does agree in a need to find a position in order to guide the communication efforts, however it provides a whole new frame to consider the brand strategy through different angles, most of wich have not been well explained or sufficiently developed in conventional marketing textbooks or marketing bestsellers.

Rating:
Summary: Helpful book to manage brand differentiation problems
Review: In a era where most of the brand managers have been taught of simple methods of brand positioning and urged to be single minded, this book provides a new comprehensive way to find richness in the brand image planning. The author does agree in a need to find a position in order to guide the communication efforts, however it provides a whole new frame to consider the brand strategy through different angles, most of wich have not been well explained or sufficiently developed in conventional marketing textbooks or marketing bestsellers.

Rating:
Summary: Insightful!
Review: In this book, David A. Aaker discusses how a brand can be managed as a strategic asset and a source of competitive advantage. The companies whose work is described at length include Saturn, General Electric, Kodak, Healthy Choice, McDonald's, and many others. Aaker shows how a brand should be considered as a product, a person, an organization, and a symbol. The book is an excellent in-depth approach to the many facets of brand development. However, it sometimes tends to go into extensive detail about slight differences in concepts and definitions, and it is written in a generally dry, academic style. But, the book offers excellent basic principles you can apply to improve your brand. We [...] recommend this book to everyone involved in marketing.

Rating:
Summary: Excellent, thought provoking, brilliantly clear
Review: Required reading for anyone interested in building, maintaining or growing a brand. Stop what you are doing now to build a brand until you have read this book. No marketing education program should be without this knowledge. Dr Aaker's students at Berkeley are among the most fortunate in the country.

Rating:
Summary: Please let me know if this book is the most recent edition
Review: see abov

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