Brand Portfolio Strategy : Creating Relevance, Differentiation, Energy, Leverage and Clarity - Aaker, David A.

Brand Portfolio Strategy : Creating Relevance, Differentiation, Energy, Leverage and Clarity

David A. Aaker

Yayınevi: Free Press

Yayın tarihi: 04/2004

ISBN: 9780743249386

Ciltli | İngilizce | 352 Sayfa |

Tür: İş Yönetimi

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Description

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 l

Table of Contents

Pt. I What is brand portfolio strategy?
Ch. 1 Brand portfolio strategy 3
Ch. 2 The brand relationship spectrum 36
Ch. 3 Inputs to brand portfolio decisions 65
Pt. II Creating relevance, differentiation, and energy
Ch. 4 Brand relevance 97
Ch. 5 Energizing and differentiating the brand 128
Ch. 6 Accessing strategic assets : brand alliances 157
Pt. III Leveraging brand assets
Ch. 7 Leveraging the brand into new product-markets 189
Ch. 8 Participating in upscale and value markets 225
Pt. IV Bringing focus and clarity to the brand portfolio
Ch. 9 Leveraging the corporate brand 257
Ch. 10 Toward focus and clarity 289
Epilogue : brand portfolio strategy - 20 takeaways 319

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