> Managing Brand Equity (1991)קבע לראשונה הגדרה ברורה ל־brand equity-
> Building Strong Brands (1995) פיתוח מודל זהות המותג
> ספרים נוספים עוסקים בהובלת מותג, אסטרטגיית פורטפוליו מותגים Creating Signature Stories (2017) ו־The Future of Purpose-Driven Branding לאחרונה.
> ספרו האחרון שיצא השנה : Aaker on branding 2nd edition (ספר חובה)

• “Branding adds spirit and a soul to what would otherwise be a robotic, automated, generic price-value proposition. If branding is ultimately about the creation of human meaning, it follows logically that it is the humans who must ultimately provide it.”

• “A brand vision should attempt to go beyond functional benefits to consider organizational values; a higher purpose; brand personality; and emotional, social, and self-expressive benefits.”

• “If you are told that the king died and then the queen died, that is a sequence of events. If you are told that the king died and that the queen then died of grief, that is a story.”)