Welcome to Strategic Branding

This Blog will be used to discuss issues related to Strategic Branding; which goes far beyond the "marketing connotation". The postings to this blog will be used to spur discussion related to our classroom topics. Everyone is welcome to comment on the postings. Only those postings that are thoughtful and serious will be published.

We will be using a book for this portion of the class. The book, "Building Strong Brands" written by David A. Aaker has a great model to work with and learn from as well as wonderful, rich content related to this subject.

The issues posted will not necessarily follow the outline of the text or the class syllabus. Where possible, they will be used to illustrate or apply an important concept related to the subject.

Anyone wishing to understand the base subject matter of our discussions need only review the story of the Saturn Brand from the book.

Engage and Enjoy.

Gene A. Wright
MSOE