Brand and Product Management: The Aaker Model for Brand Strategy

I’ve been expanding my knowledge of Product Management by taking IE Business School’s Brand and Product Management MOOC on Coursera. The course is about developing the factual support to define a product strategy, formulating a winning strategy that generates both quick-wins and long-term value, and creating a compelling customer experience journey.

Professor Luis Rodriguez Baptista talks about the Aaker Model for Brand Strategy as a way to bring your strategy to life. I found it useful when I was working on a project, and I’d like to share my notes with you:

Essence: What is it that you want your brand to be known for?

· What the brand is all about. Keep it short, understandable to everyone, and focused.

· Not a slogan or a tagline: a long-term core promise to all stakeholders.

Values: What are your brand’s most important competences?

· What customers experience when they use the brand / product?

· Define 3-5 values & define them precisely. Have a specific explanation of what these words mean.

External Identify: How does your brand connect with its stakeholders?

· Foundation of the relationship between your brand and your stakeholders.

Link to Coursera course:

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