Aaker on Branding provides the principles of branding you need to know to create and manage strong brands. The concepts are culled from the articles six branding books and other writings of David Aaker and have been proven to help hundreds of firms develop branding programs. With five sections it provides a story arc about creating a strong brand that involves understanding that brands are assets creating a compelling brand vision bringing the brand to life in the marketplace maintaining its relevance over time and managing the brand team to create clarity synergy and leverage. The book provides a vehicle for a marketing professional to learn or review the issues problems and solutions of branding in a compact form.