Aaker on Branding Quotes

“A brand vision should attempt to go beyond functional benefits to consider organizational values; a higher purpose; brand personality; and emotional, social, and self-expressive benefits.”
― David Aaker, Aaker on Branding: 20 Principles That Drive Success

“Yogi Berra, the fabled Yankee baseball player and manager, was said to have pointed out, “If you don’t know where you are going, you’ll end up somewhere else.” That is so true about brands; you need to know where they are to end up.”
― David A. Aaker, Aaker on Branding: 20 Principles That Drive Success