Aaker on Branding

What are the steps needed to create strong brands? What are the options along the way?

strength of these brands has led to customer loyalty, business success, resilience despite product problems, and the basis for moving into new products or markets.

a brand is more than delivering on a promise. It is also a journey, an evolving relationship based on the perceptions and experiences that a customer has every time he or she connects to the brand.