TY  - GEN
N2  - "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.
AB  - "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.
T1  - Brand portfolio strategy :creating relevance, differentiation, energy, leverage, and clarity /
AU  - Aaker, David A.,
AU  - Aaker, David A.
CN  - HD69.B7
ID  - 13378
KW  - Brand name products
KW  - Business.
KW  - Branding (Marketing)
KW  - BRAND MANAGEMENT
KW  - BRAND PROTECTION : LEGAL AND MARKETING ASPECTS
KW  - BRANDS : INTELLECTUAL PROPERTY PROTECTION : TRADEMARKS, COPYRIGHT
KW  - BRANDS
SN  - 0743249380
TI  - Brand portfolio strategy :creating relevance, differentiation, energy, leverage, and clarity /
ER  -