I often get asked by students and start-ups to recommend books on brand and branding. Here are three go-to sources I often recommend:
1) Aaker on Branding: 20 Principles That Drive Success by David Aaker.
Written by a recognized brand guru known for his work in brand strategy and brand equity, this book combines foundational learning from half a dozen of his best works on brands, brand strategy, brand portfolio and brand building. When you need strategic guidance about brand, think Aaker.
2) Strategic Brand Management: Building, Measuring, and Managing Brand Equity by Kevin Lane Keller.
A heavy text (written by a Dartmouth Tuck School of Business professor) that provides a thorough overview of brand and brand management. If you want an academically rigorous explanation of strategic brand topics with supporting cases, come here.
3) Designing Brand Identity by Alina Wheeler.
This book is about how brand strategy comes to life in design. Filled with compelling imagery and examples, it provides foundational learning on how branding—including names, color, imagery, type—builds the desired perception in customers’ minds. This book is an excellent creative partner to the other two strategic ones.
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