David Aaker hailed the “Father of Modern Branding,” and Vice-Chair at Prophet is a recognized authority on branding, He has developed several concepts including the Aaker brand vision model.

In this episode, we discuss all things brand related, in particular names. We covered:

• Why intellectual property is not included in the training of brand managers
• The importance of being clear on the definition of IP
• The different perspective that IP brings to naming
• Naming and whether descriptive names are a good choice
• The role of intellectual property in building barriers to entry against competitors
• Brand equity — three things it consists in

LinkedIn: David Aaker
Twitter: @DavidAaker
davidaaker.com

Valuable Resources:

Brand Tuned Scorecard
Brand Tuned Accelerator
www.brandtuned.com