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Brand portfolio strategy : creating relevance, differentiation, energy, leverage, and clarity / David A. Aaker.

By: Material type: TextTextPublication details: New York : Free Press, c2004.Description: xviii, 348 p. : ill. ; 24 cmISBN:
  • 0743249380
  • 9780743249386
Subject(s): DDC classification:
  • 658.8/27 22
LOC classification:
  • HD69.B7 .A2154 2004
  • AA111b 2004
Other classification:
  • 85.40
Online resources:
Contents:
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
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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

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