The 5Bs of Modern Branding

David Aaker describes the scope and role of branding in a dynamic, digital world, introducing a synergistic framework composed of the 5Bs: brand equity, brand relevance, brand image, brand loyalty, and brand portfolio. The 5Bs guide managers in building strong, agile brands.

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Publication Details

Journal
Management and business review.
Published
2025-03-01
DOI
https://doi.org/10.1177/2694104x251349027
Citations
3
Primary Topic
Securities Regulation and Market Practices
Type
article
Field-Weighted Citation Impact
6.22
Controls
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article

The 5Bs of Modern Branding

David A. Aaker
3 citations
Management and business review.
Securities Regulation and Market Practices
6.22
article

The 5Bs of Modern Branding

David A. Aaker
article en
3 citations

Abstract

David Aaker describes the scope and role of branding in a dynamic, digital world, introducing a synergistic framework composed of the 5Bs: brand equity, brand relevance, brand image, brand loyalty, and brand portfolio. The 5Bs guide managers in building strong, agile brands.

Management and business review.Vol. 5(1)
University of California, Berkeley (US)
Openalex Percentile: Top 4%
Securities Regulation and Market Practices
6.22
DOISourceOpenAlex
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The 5Bs of Modern Branding — David A. Aaker · Management and business review. (2025) | TGRS Research Map | TGRS