Brand Portfolio Strategy
Creating Relevance, Differentiation, Energy, Leverage, and Clarity
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Word Count
92,000 words, Guess
Page Count
368 pages
Physical Format
Hardcover
Identifiers
- Open LibraryOL7928346M
- ISBN-139780743249386
- ISBN-100743249380
- OCLC Control Number53097170
- OCLC Control Numberbrandportfoliost0000aake
and 3 more
- Library of Congress Control Number2003063055
- LibraryThing654107
- Goodreads178285
Classifications
- LCCHD69.B7 A2154 2004
Description
"In this 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, co-brands, and brand extensions."--BOOK JACKET.
First Sentence
During the 1990s, Intel achieved remarkable success in terms of increase in sales, stock return, and market capitalization.
Subjects
Topics
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