Building the Brand-Driven Business	Many companies consider that brand building is a matter for the marketing or advertising department. According to the authors of Building the Brand-Driven Business, this point of view is limiting. They incite companies to engage the entire organization in building the brand. In particular, they recommend developing a brand-based culture and ensuring that each external touchpoint is used to reinforce the brand. To do this, they propose a detailed methodology and many practical tips.
Scott M. Davis and Michael Dunn Jossey-Bass, 2002.
Brand Leadership	A strong brand is a key success factor. However, brands are still managed in an excessively tactical manner, and coordinated by product managers geared toward short-term results. Brand Leadership shows that the time has come to manage this key asset more strategically. The author presents the essential components of true brand strategy, and defines the principles upon which a brand-oriented organization must be founded.
David A. Aaker and Erich Joachimsthaler, The Free Press, 2000.
Re-marques	After years of product brand proliferation, many companies are now rationalizing their brand policy. Re-marques analyzes takes a harder look at this trend. Jean-Noël Kapferer, the internationally recognized French brand expert, analyzes in particular the growing role of super brands designed to cover a range of products. The book also contains many useful observations and tips on how to adapt brand policy to today's new economic and competitive imperatives.
Jean-Noël Kapferer, Les Éditions d’Organisation, 2000.
Strategic Brand Management	The author, an internationally-recognized French brand management expert, analyzes the concept of brand identity as a fundamental part of strategic brand management, with particular focus on: the principles of managing brands over time; managing the corporate brand portfolio; the role of the brand within the larger sphere of corporate communication.
Jean-Noël Kapferer, Kogan Page, 1991.
Managing Brand Equity	This book studies brand as a corporate asset, and proposes the following six drivers to increase its value: improve customer loyalty to the brand; improve brand equity; reinforce the perceived level of quality associated with the brand; manage the association of ideas connected with the brand; manage the symbols and slogans associated with the brand; manage extensions of the brand.
David A. Aaker, The Free Press, 1991.
Building Strong Brands	This book, the sequel to Managing Brand Equity, examines how companies can build a strong brand and focuses on the importance of brand equity and the means to reinforce it. The challenges of managing several brands within a single company are also analyzed.
David A. Aaker, The Free Press, 1995.