The authors present the neuromarketing foundation underlying the concept and application of Brand Vision Archetypes, clarify important issues including how many

A brand’s meaning—how it resonates in the public heart and mind—is a company’s most valuable competitive advantage. Yet, few companies really know how b

You don’t have a brand—whether it’s for a company or a product—until you have a name. The name is one of the first, longest lasting, and most important

Are brand pyramids amongst the seven wonders of the world of branding? Or are they just reminders of a past civilization that has lost relevance in today's oper

"Aaker on Branding" presents in a compact form the twenty essential principles of branding that will lead to the creation of strong brands. Culled from the six