Latest Book from David Aaker is Released

David Aaker, the "father of modern branding" today published AAKER ON BRANDING: 20 Principles That Drive Success (Morgan James, July 2014, $17.95), a compilation of the most important concepts to shape brands and grow businesses. The book is the 18th title for Aaker, the vice chairman of Prophet, a strategic brand and marketing consultancy.

AAKER ON BRANDING: 20 Principles That Drive Success tackles today's branding challenges head-on, covering how strong brands are created, implemented, nurtured, defended, strengthened and ultimately leveraged to support business strategy. It combines practical brand lessons with illustrative real-world examples to deliver a useful refresher for seasoned marketers and a primer for brand novices looking to get up to speed quickly.

Designed for reading either cover-to-cover or piecemeal as a reference, the book is structured into five parts thematically:

1. Recognize that brands are assets with strategic value

2. Have a compelling brand vision that guides and inspires

3. Bring the brand vision to life

4. Maintain relevance

5. Manage and leverage the brand portfolio

"With this book, I'm looking to advance the theory of branding and the practice of brand, business and organizational management," said Aaker. "Marketers today should strive to build strategic brand assets that drive business success, and I hope this book will help them in this quest."

Early praise for AAKER ON BRANDING: 20 Principles That Drive Success

"A succinct summary of what David has learned in his storied career about building enduring, successful brands."

-Jim Stengel, former Global Marketing Officer, P&G

"Provocative, rooted in substance, a guiding star for modern marketers!"

- Steven Althaus, Director of Brand Management, BMW

"David Aaker is one of my favorite brand authorities...His latest treatise is brand dynamite"

-Beth Comstock, CMO, GE

"Nobody knows brand strategy better than David Aaker. Aaker has taken all of the essential principles of branding and collapsed them into one epic brand book."

-Ann Lewnes, CMO, Adobe Technology

"David Aaker has created a must-read review of enduring principles and current challenges for

21st century marketers."

- Larry Light, former CMO, McDonald's

AAKER ON BRANDING: 20 Principles That Drive Success

By David Aaker

Trade paper: ISBN 978-1-61448-832-3

$17.95; 208 pp.

eBook: ISBN 978-1-61448-833-0

Audio book: ISBN 978-1-61448-834-7

Available at Amazon, Barnes & Noble or wherever books are sold. For a limited time, purchase 25 or more copies and save 42%. Click here for more information.

About the author

David Aaker is the vice chairman of Prophet, a strategic brand and marketing consultancy headquartered in San Francisco. He is the creator of the Aaker Model and has published more than 100 articles and 15 books that have sold well over one million copies. Professor Emeritus at the Haas School of Business, University of California, Berkeley, he received a Ph.D. and M.A. from Stanford University and a B.S. from the Massachusetts Institute of Technology. Follow his thoughts on brand and marketing issues at Aaker on Brands, and via Twitter.

About Prophet

Prophet is a strategic brand and marketing consultancy with offices around the world, including Berlin, Hong Kong, London and Zurich. The firm helps companies win by delivering inspired and actionable ideas. Prophet has worked with leading brands such as BMW, Cisco, Electrolux, GE, Johnson & Johnson, McDonald's, Siemens, UBS and Zurich Financial on a broad scope of projects in its areas of expertise: brand, marketing, innovation, design, digital and analytics.

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