In Building Strong Brands, you describe the aspects that are needed to create brand equity. They're aspirational, multi-dimensional, the core identity, the extended identity, and the value proposition. How did you begin to measure those aspects of a brand? Well, I think it really starts to address how do you determine what are your brand pillars or brand dimensions?"
Hailed the “Father of Modern Branding,” David Aaker has received numerous awards for his contributions to the science of marketing and authored some of the most influential books in business. He joins to talk about his new book, “The Future of Purpose-Driven Branding,” and his legendary career.