Brand portfolio strategy : creating relevance, differentiation, energy, leverage, and clarity

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Title:

Brand portfolio strategy : creating relevance, differentiation, energy, leverage, and clarity

Author:

Aaker, David A.

ISBN:

9780743249386

Personal Author:

Aaker, David A.

Publication Information:

Physical Description:

xviii, 348 pages : illustrations ; 24 cm

Contents:

Brand portfolio strategy -- The brand relationship spectrum -- Inputs to brand portfolio decisions -- Brand relevance -- Energizing and differentiating the brand -- Accessing strategic assets : brand alliances -- Leveraging the brand into new product-markets -- Participating in upscale and value markets -- Leveraging the corporate brand -- Toward focus and clarity -- Brand portfolio strategy -- 20 takeaways.

Abstract:

"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.

Subject Term:

Brand name products -- Planning.

Branding (Marketing)

Brand name products -- Management.

Brand name products -- Valuation -- Management.

Marketing.

Merkartikelen.

Brand name products -- Management. (OCoLC)fst00837891

Brand name products -- Planning. (OCoLC)fst00837896

Brand name products -- Valuation -- Management. (OCoLC)fst00837905

Branding (Marketing) (OCoLC)fst01743755

Markenpolitik. (DE-588)4144679-3

Portfoliomanagement. (DE-588)4115601-8

Strategische Planung. (DE-588)4309237-8

Markenpolitik.

Strategische Planung.

Electronic Access:

Sample text http://catdir.loc.gov/catdir/enhancements/fy0641/2003063055-s.html
Table of contents http://catdir.loc.gov/catdir/enhancements/fy0631/2003063055-t.html
Table of contents http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&doc_number=012822438&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
Table of contents http://digitool.hbz-nrw.de:1801/webclient/DeliveryManager?application=DIGITOOL-3&owner=resourcediscovery&custom_att_2=simple_viewer&user=GUEST&pid=1351492
Table of contents http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=012822438&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
Contributor biographical information http://catdir.loc.gov/catdir/bios/simon053/2003063055.html
Publisher description http://catdir.loc.gov/catdir/description/simon051/2003063055.html

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Summary

With the explosion of brands in today's marketplace, a mastery of brand management has become essential to successful business strategy. Faced with an increasingly complex landscape of multiple products, global reach, and dynamic markets, many companies don't know how to make the tough choices necessary to avoid the disorganized proliferation of brands and sub-brands that don't project a clear identity. Now, for the first time, David Aaker defines the structure and scope of the brand portfolio strategy firms must put in place to get the most from their brands. Cited as " the most called-upon expert on branding in the United States" by Advertising Week, Aaker shares tools and concepts for creating a well-articulated brand structure that supports strategy - replaces waste with synergy, confusion with clarity, and missed opportunities with leveraged assets. He shows how to: Keep brands relevant Energize and differentiate brands Grow by leveraging brand assets Participate in value and premium niches Filled with fresh case studies and examples form brand portfolio strategy pioneers - such as Coke, Citibank, Sony, Hewlett-Packard, Visa and Volvo - this book is a crucial addition to the literature.