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

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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.

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Detail Information

Series Title

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Call Number

658.8 AAK b

Publisher

New York : The Free Press., 2004

Collation

xviii, 348 p. : ill. ; 24 cm.

Language

English

ISBN/ISSN

9780743249386

Classification

658.8

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

Brand name products
Branding (Marketing)

Specific Detail Info

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Statement of Responsibility

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