Contemporary Models for Powerful Brand Building

Abstract

This article presents an insight based on three contemporary models for creating powerful brands, with their pros and cons. These models dates from 1997 to date, starting with Brand personality by Jennifer Aaker, which is taken up and expanded by Rohit Bhargava in 2009, delivering a rich set of techniques, tools and guidelines for the implementation of J. Aaker approachment: humanize brands to make them unique, authentic and communicable. Then Kevin Robert´s model, named Lovemarks, is presented. In 2005, he revolutionized the way marketers build and manage powerful brands through emotional marketing and attributes such as mystery, sensuality and intimacy, as the unique formula to create brands to love. Finally, it is presented David Aaker and Erich Joachimsthaler´s model from 2006, named Brand leadership. This model links brand strategies with the organization as a whole, ensuring impact on customers through the development of the brand´s identity.