SHANGHAI, CHINA - David Aaker, who is considered the "father of modern branding" and is vice chairman of Prophet, a new breed of strategic brand and marketing consultancy, visited Shanghai today and met with key decision makers and marketing professionals at AmCham Shanghai and then later at CEIBS to discuss the most important concepts to shape brands and grow businesses.
"A strong brand sits at the heart of any successful global business," said Aaker. "Marketers today should strive to build strategic brand assets that drive business success."
Aaker was also in Shanghai to launch the Chinese version of his two books -- "BRAND RELEVANCE: Making competitors irrelevant" and his newest book "AAKER ON BRANDING: 20 Principles That Drive Success." This book tackles today's branding challenges head-on, covering how strong brands are created, implemented, nurtured, defended, strengthened and ultimately leveraged to support business strategy. It combines practical brand lessons with illustrative real-world examples to deliver a useful refresher for seasoned marketers and a primer for brand novices looking to get up to speed quickly.
"David Aaker's books and talks today are an example of Prophet bringing our knowledge of building global brands to help Chinese companies grow and win on the international stage," said John Holton, Partner at Prophet.
