Brand Portfolio Strategy
Creating Relevance, Differentiation, Energy, Leverage, and Clarity
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 differentiation
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.
Read an Excerpt
We hire eagles and teach them to fly in formation.
-- D. Wayne Calloway, former CEO of PepsiCo
You don't get harmony when everyone sings the same note.
-- Doug Floyd
Nobody has ever bet enough on a winning horse.
-- Richard Sasuly
The Intel Case
During the 1990s, Intel achieved remarkable success in terms of increase in sales, stock return, and market capitalization. Sales of its microprocessors went from $1.2 billion in 1989 to more than $33 billion in 2000. Its market capitalization grew to more than $400 billion in just over thirty years. Intel's... see more
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eBook 9781439188835(1.4 MB)
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