David A Aaker

(Author)

Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage, and ClarityPaperback, 24 March 2020

Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage, and Clarity
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Print Length
368 pages
Language
English
Publisher
Free Press
Date Published
24 Mar 2020
ISBN-10
1982146524
ISBN-13
9781982146528

Description

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, cobrands, and brand extensions. 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.

Product Details

Author:
David A Aaker
Book Format:
Paperback
Country of Origin:
US
Date Published:
24 March 2020
Dimensions:
21.08 x 13.72 x 2.79 cm
ISBN-10:
1982146524
ISBN-13:
9781982146528
Language:
English
Pages:
368
Publisher:
Weight:
340.19 gm

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