In the late 80s, companies began to realize that their strategies were not working. They thought they needed something else to promote growth. So brand equity became a topic. I wrote my first book to define brand equity and nobody else had defined it before. It's more than just brand awareness and brand image. It's also brand loyalty. That really was one of the things that changed the way people manage brands.
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.