Building Strong Brands
By David A. Aaker

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Like information architecture, branding has had difficulties clearly defining itself. However, it's far more than just a catchy name and cool logo, branding is sum total of your customer's experience with your company. Needless to say, user experience is an important part of that equation, so user experience architects should be familiar with how they fit into the larger issue of branding. Aaker offers a good introduction for novices and experts alike. ::

Reviewed June 5, 2001

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