David Aaker describes the scope and role of branding in a dynamic, digital world, introducing a synergistic framework composed of the 5Bs: brand equity, brand relevance, brand image, brand loyalty, and brand portfolio. The 5Bs guide managers in building strong, agile brands.
AakerDavid, Managing Brand Equity, (New York: The Free Press, 1991).
5.
AakerDavid, Spanning Silos (Boston: Harvard Business School Press, 2009).
6.
See Interbrand, “Interbrand’s Best Global Brands 2023,” last updated July 2024. Interbrand reports findings for brand value based on its evaluation system. Some firm brands can be compared to their 2023 market cap, but many of them have business brands as well.
7.
AakerDavidJacobsonRobert, “The Value Relevance of Brand Attitude in High- Technology Markets,” Journal of Marketing Research38, no. 4 (2001): 485-493; other relevant research: Natalie Mizik and Robert Jacobson, “Valuing Branded Businesses,” Journal of Marketing 73, no. 4 (2009): 137- 153 and Natalie Mizik, “Assessing the Total Financial Performance Impact of Brand Equity with Limited Time-Series Data,“ Journal of Marketing Research51, no. 6 (2014): 691-706.
