Management fads come and go in the blink of an eye, but branding is here to stay. Closely watched by the stock market and obsessed over by the biggest companies, brand identity is the one indisputable source of sustainable competitive advantage, the vital key to customer loyalty. David Aaker recognized by Brandweek as ‘the dean of the brand – equity movement’, has been exploring this trend since the 1980’s now prepares managers for the next wave of the brand revolution - strategic brand leadership.