For anyone interested in branding, David Aaker is a must read. Most strategists know that brand awareness, quality, customer loyalty and brand associations are necessary to compete in today’s market. Aaker provides many examples and methods to drive brand equity. Emphasis is on relationship not transactions – as it should be. Having this book in your arsenal as you face the challenges of social media, explosion of amount and complexity of data, a growing proliferation of channels and devices and shifting customer demographics and psychographics will allow you to sleep at night.