Aaker on Branding Columns from Marketing News
Preference vs. Relevance: Prophet’s David Aaker explores the pros and cons of two brand strategies, brand preference strategy and brand relevance strategy.
Brand Relevance Drives Market Dynamics: Brand relevance has the potential to both drive and explain market dynamics, writes Prophet's David Aaker.
Nintendo: Japan's Brand Story of the Decade: Prophet's David Aaker teams up with Satoshi Akutsu, a Tokyo-based professor of international business strategy, to explore how Nintendo has built its brand through savvy product innovation and unconventional targeting tactics.
Why Are Strong Brands Strong?: For the last decade, the top echelon of brands listed in the BrandJapan database has held steady. Prophet’s David Aaker dissects the soft metrics to discern how long-term brand building leads to nearly unshakeable brand equity.
Japan Builds Brands to Last: Prophet’s David Aaker takes a long-view look at brand-building efforts in Japan and explains what an investment in brand equity means for marketers Stateside in this Marketing News column.
Improve Your Brand I.D.: Prophet’s David Aaker lays out a step-by-step process that you can apply to give direction to your brand and improve your brand identity.
Muji: The No-Brand Brand: Muji possesses one of the strongest brands in Japan, and it claims that distinction by being just good enough, says Prophet’s David Aaker. Learn how an unassuming brand style sets itself apart from the bright glitz of Ginza.
Branding and Contemporary Art: Contemporary art is all about branding the artist and the residual social benefits art ownership brings, asserts Prophet Vice Chairman David Aaker. The millions spent on art's perceived value back his view.
The Silo Crisis: The functional silos endemic to corporate America are stifling the success of true innovation, argues Prophet’s David Aaker. He presents several examples of companies that are managing to break them down.
Beyond Functional Benefits: Prophet’s David Aaker believes functional benefits are all well and good, but to truly stand out your product must tap the soul. He provides a step-by-step guide to help you ascertain which deeper benefits your own product can deliver.
Aggressive Recession Marketing: When Does it Make Sense?: David Aaker makes his Marketing News column debut and tackles how aggressive marketing in a recession makes sense. Aaker is a prolific author on marketing topics and is vice chairman of marketing consultancy Prophet.
AMA Podcast: David Aaker on What Every CMO Needs to Succeed