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In this long-awaited 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.
Aaker offers readers step-by-step advice on what to do when confronting scenarios such as the following:
Brands are underleveraged
The business strategy is at risk because of inadequate brand platforms
The business faces a relevance threat caused by emerging subcategories
The firm’s brands are tired and bland
Strategy is paralyzed by a lack of priority among the brands
Brands are cluttered and confusing to both customers and employees
The firm needs to move into the super-premium or value arenas to create margin or sales volume
Margin pressures require points of differentiation
Renowned brand guru Aaker demonstrates that assuring that each brand in the portfolio has a clear role and actively reinforces and supports the other portfolio brands will profoundly affect the firm’s profitability. Brand Portfolio Strategy is required reading not only for brand managers but for all managers with bottom-line responsibility to their shareholders.
ASIN : B002ZAJITM
Publisher : Free Press
Accessibility : Learn more
Publication date : December 1, 2009
Edition : Reprint
Language : English
File size : 13.7 MB
Enhanced typesetting : Enabled
X-Ray : Enabled
Word Wise : Enabled
Print length : 360 pages
ISBN-13 : 978-1439188835
Page Flip : Enabled
Best Sellers Rank: #700,181 in Kindle Store (See Top 100 in Kindle Store) #111 in Public Relations (Kindle Store) #576 in Advertising (Books) #861 in Business Motivation & Self-Improvement (Kindle Store)
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