Book Number Three: Aaker on Branding: 20 Principles that Drive Success – David Aaker

• Only academic – 15 books, articles, etc.
• Professor Emeritus – Haas School of Business, University of CA Berkeley
• Consults, Awards and Vice-Chairman for profit
• Compact presentation of the core principles from everything he has learned and written.
• Thinks about brands and business as a promise, a relationship, and a journey.
• Relevance, benefits, resilience…and fun!
• More important, platform for strategic options that affects financials, growth, life.
• Because he recognized that brands are assets with value…brand equity:
  • If you have a name, you have a brand.
  • Human body – value of elements = $160 (Oprah, Tiger, Kardashians)
• Bottom line: A brand will benefit if it can develop an actionable higher purpose.
• Quote by Dick Bruner, “The business of a club is to raise the member’s standard of living.”