Building Strong Brands

The book emphasizes that as industries grow increasingly hostile, robust brand-building skills are vital for a company’s survival and long-term prosperity.

It utilizes real-world case studies from iconic names—including The Body Shop, Kodak, Harley-Davidson, Smirnoff, and McDonald’s—to illustrate successful brand strategy and management.

Aaker tackles common pitfalls by showing strategists how to look beyond mere brand attributes, introducing multi-dimensional perspectives such as brand-as-person, brand-as-organisation, and brand-as-symbol.

The text demonstrates how to break out of traditional boxes by incorporating emotional and self-expressive benefits, helping managers coordinate a cohesive « brand system »