Author - David Aaker

David Aaker David Aaker, the vice-chairman of Prophet, a brand and marketing consultancy, is the author of over 100 articles and 16 books, the most recent of which is Brand Relevance: Making Competitors irrelevant. He blogs at http://davidaaker.com from which this article was taken with permission.















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    A charismatic brand is one that delivers self-expressive benefits to a committed, involved customer base that is enthusiastic about the brand experience. Think Apple, Harley-Davidson, REI or..

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