Title: Brand Portfolio Strategy
First published: March 30, 2004
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.
Subjects: Brand name products, Marketing, Planning, Management, Valuation, Branding (Marketing), Merkartikelen, Brand name products--planning, Brand name products--management, Brand name products--valuation--management, Hd69.b7 a2154 2004, 658.8/27, Architecture, modern, 20th century