David Aaker. Building Strong Brands.

For my third year dissertation i intend to look at brands and their influences on consumers. I have used this book to do some initial research. I found it really helpful and Aaker clearly outlines brand objectives and how they use strategies to succeed. The book has lots of case studies to back up Aakers objectives which are also an interesting read and broadened the readers knowledge of brand history. As-well as success stories there are the failures as well which i also feel is good as you can experience both ends of the win loose spectrum. What to do and what not to do in so many words! The book is great for students like myself but i can imagine that it has been used in the industry to learn from past mistakes and success stories. 

David Aaker is generally regarded as the worlds leading academic authority on branding strategy so in a lot of peoples opinions he knows what he's talking about! 

A wide variety of topics are covered from Brand strategy to personality, identity to symbols and each topic thoroughly covered in an interesting way. The book is wrote as if Aaker is talking to the reader which keeps it light hearted.

David Aaker 

" A brand without a personality, not unlike a person lacks friends and may easily be overlooked"