Aaker on Branding

David Aaker, a prominent branding expert, emphasizes that a brand is more than just a logo or product; it's a collection of perceptions and experiences associated with a company. He highlights the importance of brand equity, which includes brand loyalty, awareness, and perceived quality. Aaker argues that strong brands can differentiate themselves in the market, lead to consumer trust, and create lasting relationships with customers. He stresses the need for a clear brand identity and strategy to effectively communicate a brand's values and promises, ultimately driving business success.