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David A. Aaker Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage, and Clarity
Free Press 2004 0743249380 / 9780743249386 Hardcover New New
Brand New, Hardcover with dust jacket, clean, tight, unmarked 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 thr... 3909F
Price:
15.43 USD
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