Building Better Brands is the essential guide to creating and evolving brands. Leveraging
three decades of brand consulting for legendary companies like Caterpillar, Harley …

Subaru markets an LL Bean Outback station wagon. Dell stamps Microsoft and Intel logos
on its computers. Such inter-weaving of different companies' brands is now commonplace …

Not so long ago, brands were in the limelight. They were seemingly powerful, and virtuous.
Any inconvenient truths were hidden by glossy packaging and one-way, big-bang marketing …

There are two cultures of branding: the western approach and the Asian one. We can speak
of cultures since they shape so much our vision of brands, our concepts, our managerial …

Branding guru Aaker shows how to eliminate the competition and become the lead brand in
your market This ground-breaking book defines the concept of brand relevance using …

Branding is defined by American Marketing Associations as:“a name, term, design, symbol,
or any other feature that identifies one seller's good or service as distinct from those of other …

Two advertising veterans explain the myths about branding—and how even the smallest
businesses can benefit by defining themselves to their customers. Branding may be the …

How are brands built? Is an advertising campaign capable enough to build a brand? What
are the criteria for making a brand successful? Is building and managing a brand in India …

How often do established CPG categories expand following a period of stationarity? To what
extent can the levers under manufacturer control bring about persistent growth in total …