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.