Brand Portfolio Strategy
Subtitle: Creating Relevance, Differentiation, Energy, Leverage, and Clarity
Publisher: Free Press
Published: March 30, 2004
Language: eng
Format: Hardcover
Number of pages: 368
ISBN-13: 9780743249386
Subjects: Sales & marketing; Valuation; Management; Business / Economics / Finance; Business & Economics; Public Relations; Business/Economics; Planning; Marketing; Advertising & Promotion; Marketing - General; Business & Economics / General; General; Brand name products
First sentence: During the 1990s, Intel achieved remarkable success in terms of increase in sales, stock return, and market capitalization.
Description: "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.