Brandspeak: Three Go-To Books on Brand and Branding


Brandspeak Joe Pantigoso


The following guest post is by SAP senior director Joe Pantigoso.

I’m often get asked by students and start-ups to recommend books on brand
and branding. Here are 3 go to sources I often recommend:

1) Aaker on Branding: 20 Principles That Drive Success by David Aaker.
Written by a recognized brand guru known for his work in brand strategy
and brand equity, this book combines foundational learning from half a dozen
of his best works on brands, brand strategy, brand portfolio and brand
building. When you need strategic guidance about brand, think Aaker.

2) Strategic Brand Management: Building, Measuring, and Managing Brand Equity by Kevin Lane Keller.
A heavy text (written by a Dartmouth Tuck School of Business professor) that provides a thorough overview of brand and brand management. If you want an academically rigorous explanation of strategic brand topics with supporting cases, come here.

3) Designing Brand Identity by Alina Wheeler.
This book is about how brand strategy comes to life in design. Filled with
compelling imagery and examples, it provides foundational learning on how
branding—including names, color, imagery, type—builds the desired
perception in customers’ minds. This book is an excellent creative partner
to the other two strategic ones.

Joe Pantigoso is a Senior Director in Global Branding at SAP, a leading enterprise software company and top globally-ranked brand. Follow him on Instagram and read more of his columns here

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