Part one of this two-part series examined the origin of David Aaker’s Brand Vision Modeli and three of its components—the brand essence, core vision elements, and extended vision elements—represented by concentric circles (or ellipses) in the center of the model. Below the concentric circles sit a second, key piece of the model: four brand […]
In his 1995 book, Building Strong Brands, David Aaker introduced his now-famous Brand Vision Model. Originally dubbed the “Brand Identity Model” it’s now commonly referred to as the “Aaker Model.i” All three of these names—Brand Vision Model, Brand Identity Model, and Aaker Model—refer to the same framework, which is explained in this two-post series. In […]
Marty Neumeier is known for writing branding classics like The Brand Gap and Zag. In his 2016 book, The Brand Flip, Neumeier introduced his Brand Commitment Matrix, which he describes as a “basic contract” brand owners can create between their company or brand and its customers.
A brand position is the conceptual territory claimed by a brand relative to other brands.