000013378 000__ 02991cam\a2200493\i\4500
000013378 001__ 13378
000013378 003__ SzGeWIPO
000013378 005__ 20210318092559.0
000013378 008__ 030924s2004\\\\enka\\\\rb\\\\001\0\eng\\
000013378 020__ $$a0743249380
000013378 020__ $$z9780743249386
000013378 020__ $$z9781439188835$$qelectronic book
000013378 035__ $$a(wipo)(CD )04-0211
000013378 035__ $$a(OCoLC)1062078895
000013378 040__ $$aSzGeWIPO$$beng$$erda$$cSzGeWIPO$$dCaBNVSL
000013378 050_4 $$aHD69.B7$$b.A2154 2004
000013378 08204 $$a658.827$$222
000013378 084__ $$aK 332 AAK.BR
000013378 090__ $$c14082$$d14082
000013378 1001_ $$aAaker, David A.,$$eauthor.
000013378 24510 $$aBrand portfolio strategy :$$bcreating relevance, differentiation, energy, leverage, and clarity /$$cDavid A. Aaker.
000013378 264_1 $$aLondon :$$bSimon & Schuster,$$c2004.
000013378 300__ $$axviii, 348 pages :$$billustrations ;$$c24 cm.
000013378 336__ $$atext$$btxt$$2rdacontent
000013378 337__ $$aunmediated$$bn$$2rdamedia
000013378 338__ $$avolume$$bnc$$2rdacarrier
000013378 4901_ $$aBusiness / the Free Press
000013378 504__ $$aIncludes bibliographical references (pages 323-327) and index.
000013378 5050_ $$aPart I : What is Brand Portfolio Strategy 1. Brand portfolio strategy 2. The brand relationship spectrum 3. Inputs to brand portfolio decisions Part II : Creating Relevance, Differentiation and Energy 4. Brand relevance 5. Energizing and differentiating the brand 6. Accessing strategic assets : brand alliances Part III : Leveraging Brand Assets 7. Leveraging the brand into new product-markets 8. Participating in upscale and value markets Part IV : Bringing Focus and Clarity to the Brand Portfolio 9. Leveraging the corporate brand 10. Toward focus and clarity Epilogue : Brand Portfolio Strategy : 20 Takeaways.
000013378 5201_ $$a"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.
000013378 588__ $$aTitle from resource description page (Recorded Books, viewed October 13, 2014).
000013378 650_0 $$aBrand name products$$xPlanning.
000013378 650_0 $$aBusiness.
000013378 650_0 $$aBranding (Marketing)
000013378 650_4 $$aBRAND MANAGEMENT
000013378 650_4 $$aBRAND PROTECTION : LEGAL AND MARKETING ASPECTS
000013378 650_4 $$aBRANDS : INTELLECTUAL PROPERTY PROTECTION : TRADEMARKS, COPYRIGHT
000013378 650_4 $$aBRANDS
000013378 7001_ $$aAaker, David A.
000013378 830_0 $$aBusiness / the Free Press.
000013378 903__ $$v1
000013378 942__ $$cMON
000013378 952__ $$w2006-11-03$$p2004-0211$$r19.60$$u14964$$bMAIN$$10$$kK 332 AAK.BR$$v2004-06-17$$ztagged$$71
000013378 980__ $$aBIB
000013378 999__ $$c14082$$d14082