| Description |
xviii, 348 pages : illustrations ; 24 cm |
| Contents |
Pt. I. What is brand portfolio strategy? -- Ch. 1. Brand portfolio strategy -- Ch. 2. The brand relationship spectrum -- Ch. 3. Inputs to brand portfolio decisions -- Pt. II. Creating relevance, differentiation, and energy -- Ch. 4. Brand relevance -- Ch. 5. Energizing and differentiating the brand -- Ch. 6. Accessing strategic assets : brand alliances -- Pt. III. Leveraging brand assets -- Ch. 7. Leveraging the brand into new product-markets -- Ch. 8. Participating in upscale and value markets -- Pt. IV. Bringing focus and clarity to the brand portfolio -- Ch. 9. Leveraging the corporate brand -- Ch. 10. Toward focus and clarity -- Epilogue : brand portfolio strategy - 20 takeaways |
| 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."--BOOK JACKET |
| Bibliography |
Includes bibliographical references (pages [323]-327) and index |
| Subject |
Brand name products -- Planning.
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Branding (Marketing)
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Brand name products -- Management.
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Brand name products -- Valuation -- Management.
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| LC no. |
2003063055 |
| ISBN |
0743249380 |
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