BRAND PORTFOLIO STRATEGY AAKER PDF

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, sub-brands, endorser brands, co-brands and brand extensions. Brand Portfolio Strategy is required reading not only for brand managers but for all managers with bottom-line responsibility to their shareholders. This is a thoughtful exploration of how to structure, manage, and extend a brand portfolio for maximum value. The passages on how to energize and differentiate a brand are especially illuminating. Aaker has written a simple and pragmatic guidebook that will be tremendously useful to strategists. He has almost single-handedly transformed branding from an art into a science, and no one is better qualified to lead the discussion on brand portfolio strategy.

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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, sub-brands, endorser brands, co-brands and brand extensions.

Brand Portfolio Strategy is required reading not only for brand managers but for all managers with bottom-line responsibility to their shareholders.

This is a thoughtful exploration of how to structure, manage, and extend a brand portfolio for maximum value. The passages on how to energize and differentiate a brand are especially illuminating. Aaker has written a simple and pragmatic guidebook that will be tremendously useful to strategists. He has almost single-handedly transformed branding from an art into a science, and no one is better qualified to lead the discussion on brand portfolio strategy.

Aaker builds on his previous trilogy of seminal branding books with his best offering yet — a great strategic and practical read. David Aaker, our most original conceptual thinker on branding, has again pushed brand management into exciting new territory. A recognized authority on branding, he has developed concepts and methods on brand building that are used by organizations around the world. Connect Want to interview Dave or feature him on your next podcast?

David Aaker.

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Brand Portfolio Strategy

It would appear from scanning six whole diagrammatic boxes of such terminology that a firm has to have so many brands in the stable that each of the roles can be assigned to one or more of those brands. Not so. Aaker begins his book with an explanation of brand portfolio strategy, which importantly ends with the brand portfolio objectives: synergy, leverage, relevance, strong brands, and clarity of image. In part 2, the dynamics begin to appear: brand relevance chapter 3 , energizing and differentiating the brand chapter 4 , and accessing strategic assets chapter 5. Brand management executives should focus on this chapter, in my opinion. Part 3 is a wide-ranging discussion of leveraging brand assets — what you can do with the brand itself, in addition to the outside forces you can bring to bear on it, as was the stuff of part 2.

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10 Steps to Build a Successful Brand Portfolio Strategy

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