Brand Portfolio Strategy (häftad)
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Format
Trade Paperback
Språk
Engelska
Antal sidor
368
Utgivningsdatum
2020-04-30
Förlag
Simon & Schuster
Dimensioner
211 x 137 x 28 mm
Vikt
340 g
ISBN
9781982146528

Brand Portfolio Strategy

Creating Relevance, Differentiation, Energy, Leverage, and Clarity

av David A Aaker, David A Aaker
Trade Paperback,  Engelska, 2020-04-30
325
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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.

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David A Aaker, David A Aaker

Övrig information

David A. Aaker¿is the Vice-Chairman of Prophet, Professor Emeritus of Marketing Strategy at the Haas School of Business, University of California at Berkeley, Advisor to Dentsu, Inc., and a recognized authority on brands and brand management. The winner of the Paul D. Converse Award for outstanding contributions to the development of the science of marketing and the Vijay Mahajan Award for Career Contributions to Marketing Strategy, he has published more than ninety articles and eleven books, including¿Strategic Market Management, Managing Brand Equity, Building Strong Brands,¿and¿Brand Leadership¿(coauthored with Eric Joachimsthaler).

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