x, 208 pages : 23 cm "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 David Aaker brand books and related publications, these principles provide the broad understanding of brands, brand strategy, brand portfolios, and brand building that all business, marketing, and brand strategists should know."--Publisher's description Includes bibliographical references (pages 194-198) and index Part I, Recognize that brands are assets -- Part II, Have a compelling brand vision -- Part III, Bring the brand to life -- Part IV, Maintain Relevance -- Part V, Manage your brand portfolio -- Epilogue: Ten brand challenges