The Aaker Model

The Aaker Model is a framework used to understand and develop a strong brand by focusing on four key areas: brand identity (what the brand stands for), brand personality (human traits and values associated with the brand), brand positioning (how the brand is perceived relative to competitors), and brand equity (the value and trust built over time through customer experiences and preferences). By managing these components, companies can create a consistent and appealing brand that resonates with consumers, fostering loyalty and differentiation in the marketplace.