Brand portfolio strategy : creating relevance, differentiation, energy, leverage, and clarity /
Aaker, David A.
Brand portfolio strategy : creating relevance, differentiation, energy, leverage, and clarity / David A. Aaker. - New York : Free Press, c2004. - xviii, 348 p. : ill. ; 24 cm.
Includes bibliographical references (p. [323]-327) and index.
Brand portfolio strategy -- The brand relationship spectrum -- Inputs to brand portfolio decisions -- Brand relevance -- Energizing and differentiating the brand -- Accessing strategic assets : brand alliances -- Leveraging the brand into new product-markets -- Participating in upscale and value markets -- Leveraging the corporate brand -- Toward focus and clarity -- Brand portfolio strategy -- 20 takeaways
0743249380 9780743249386
2003063055
Brand name products--Planning.
Branding (Marketing)
Brand name products--Management.
Brand name products--Valuation--Management.
Merkartikelen.
Marketing.
HD69.B7 / .A2154 2004 / AA111b 2004
658.8/27
Brand portfolio strategy : creating relevance, differentiation, energy, leverage, and clarity / David A. Aaker. - New York : Free Press, c2004. - xviii, 348 p. : ill. ; 24 cm.
Includes bibliographical references (p. [323]-327) and index.
Brand portfolio strategy -- The brand relationship spectrum -- Inputs to brand portfolio decisions -- Brand relevance -- Energizing and differentiating the brand -- Accessing strategic assets : brand alliances -- Leveraging the brand into new product-markets -- Participating in upscale and value markets -- Leveraging the corporate brand -- Toward focus and clarity -- Brand portfolio strategy -- 20 takeaways
0743249380 9780743249386
2003063055
Brand name products--Planning.
Branding (Marketing)
Brand name products--Management.
Brand name products--Valuation--Management.
Merkartikelen.
Marketing.
HD69.B7 / .A2154 2004 / AA111b 2004
658.8/27