Brand Portfolio Strategy Creating Relevance, Differentiation, Energy, Leverage, and Clarity

ISBN-10: 0743249380

ISBN-13: 9780743249386

Edition: 2004

Authors: David A. Aaker

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Description:

In this long-awaited book from the world's premier brand expert and author of the seminal workBuilding 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 threat caused by emerging subcategories The firm's brands are tired and bland Strategy is paralyzed by a lack of priority among the brands Brands are cluttered and confusing to both customers and employees The firm needs to move into the super-premium or value arenas to create margin or sales volume Margin pressures require points of differentiationRenowned 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 Strategyis required reading not only for brand managers but for all managers with bottom-line responsibility to their shareholders.
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Book details

List price: $30.00
Copyright year: 2004
Publisher: Free Press
Publication date: 4/6/2004
Binding: Hardcover
Pages: 368
Size: 6.25" wide x 9.25" long x 1.00" tall
Weight: 1.408
Language: English

Preface
Acknowledgments
What is Brand Portfolio Strategy?
Brand Portfolio Strategy
The Intel Case
What Is a Brand Portfolio Strategy?
Dimensions of the Brand Portfolio Strategy
Brand Portfolio Objectives
The Brand Relationship Spectrum
The Disney Brand Family
Master Brands, Endorsers, Subbrands, and Driver Roles
Linking Brands--The Brand Relationship Spectrum
A House of Brands
Endorsed Brands
Subbrands
A Branded House
Selecting the Right Position in the Brand Relationship Spectrum
Inputs to Brand Portfolio Decisions
Microsoft
Citigroup
Market Forces and Dynamics
Business Strategy
Brand Equities and Identities
The Brand Portfolio Audit
Managing the Brand Portfolio
Creating Relevance, Differentiation, and Energy
Brand Relevance
PowerBar
What Is Relevance?
Strategies to Create or Maintain Relevance
Relevance vs. Stick to Your Knitting
Energizing and Differentiating the Brand
Sony
Differentiating and Energizing a Brand
Branded Differentiators
Branded Energizers
Managing Branded Differentiators and Energizers
Accessing Strategic Assets: Brand Alliances
Ford Explorer Eddie Bauer Edition
Co-Master Branded Offerings
External Branded Differentiators
External Branded Energizers
Tactical Brand Alliances
Developing Effective Brand Alliances
Leveraging Brand Assets
Leveraging the Brand Into New Product-Markets
Dove
Leveraging the Brand into New Offerings
Will the Brand Enhance the Extension?
Will the Extension Enhance the Brand?
Is There a Compelling Need for a New Brand?
Putting Extension Risks into Perspective
Creating Range Brand Platforms
Participating in Upscale and Value Markets
GE Appliances
Marriott
The Vertical Brand Extension
Moving the Brand Down
Moving a Brand Up
Bringing Focus and Clarity to the Brand Portfolio
Leveraging the Corporate Brand
Dell
United Parcel Service (UPS)
The Corporate Brand
Why Leverage the Corporate Brand?
Challenges in Managing the Corporate Brand
Endorser Role
Changing the Corporate Brand Name
Toward Focus and Clarity
Unilever
Ford vs. BMW
Too Many Brands?
Too Many Product Variants: Decision Fatigue
Strategic Brand Consolidation
Epilogue: Brand Portfolio Strategy--20 Takeaways
Notes
Index
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