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Brand portfolio strategy : creating relevance, differentiation, energy, leverage, and clarity / David A. Aaker.
2004
K 332 AAK.BR
Available at WIPO Library
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Items
Details
Title
Brand portfolio strategy : creating relevance, differentiation, energy, leverage, and clarity / David A. Aaker.
Description
xviii, 348 pages : illustrations ; 24 cm.
ISBN
0743249380
9780743249386
9781439188835 electronic book
9780743249386
9781439188835 electronic book
Alternate Call Number
K 332 AAK.BR
Summary
"In this book from the world's premier brand expert and author of the seminal work Building Strong Brands, David Aaker shows managers how to construct a brand portfolio strategy that will support a company's business strategy and create relevance, differentiation, energy, leverage, and clarity. Building on case studies of world-class brands such as Dell, Disney, Microsoft, Sony, Dove, Intel, CitiGroup, and PowerBar, Aaker demonstrates how powerful, cohesive brand strategies have enabled managers to revitalize brands, support business growth, and create discipline in confused, bloated portfolios of master brands, subbrands, endorser brands, co-brands, and brand extensions."--Jacket.
Bibliography, etc. Note
Includes bibliographical references (pages 323-327) and index.
Formatted Contents Note
Part I : What is Brand Portfolio Strategy 1. Brand portfolio strategy 2. The brand relationship spectrum 3. Inputs to brand portfolio decisions Part II : Creating Relevance, Differentiation and Energy 4. Brand relevance 5. Energizing and differentiating the brand 6. Accessing strategic assets : brand alliances Part III : Leveraging Brand Assets 7. Leveraging the brand into new product-markets 8. Participating in upscale and value markets Part IV : Bringing Focus and Clarity to the Brand Portfolio 9. Leveraging the corporate brand 10. Toward focus and clarity Epilogue : Brand Portfolio Strategy : 20 Takeaways.
Series
Source of Description
Title from resource description page (Recorded Books, viewed October 13, 2014).
Series
Business / the Free Press.
Published
London : Simon & Schuster, 2004.
Language
English
Record Appears in
Review
"In this book from the world's premier brand expert and author of the seminal work Building Strong Brands, David Aaker shows managers how to construct a brand portfolio strategy that will support a company's business strategy and create relevance, differentiation, energy, leverage, and clarity. Building on case studies of world-class brands such as Dell, Disney, Microsoft, Sony, Dove, Intel, CitiGroup, and PowerBar, Aaker demonstrates how powerful, cohesive brand strategies have enabled managers to revitalize brands, support business growth, and create discipline in confused, bloated portfolios of master brands, subbrands, endorser brands, co-brands, and brand extensions."--Jacket.