Not another treatise on brand equity? That was my first reaction to Brand Leadership by David Aaker (Free Press, [pound]20). But the more I read, the more enjoyable it became.
As someone who has been raised on the P&G model of brand management, I found Aaker's approach to strategic brand leadership refreshing and insightful.
He observes how the concept of branding is moving up the corporate hierarchy, as senior management recognise the importance of having a strategic approach to branding. He then explains how new skills and focus are required to lead these strategies.
Aaker also discusses the use of the brand relationship spectrum, …