17 May Brand Portfolio Strategy by David A. Aaker, , available at Book Depository with free delivery worldwide. Brand Portfolio Strategy has ratings and 5 reviews. Danny said: David Aaker explica las estrategias para manejar carteras de marcas en empresas que p. Brand Porfolio Strategy – Creating Relevance, Differentiation, Energy, Leverage, and Clarity David A. Aaker () Brand Portfolio Strategy by David Aaker.
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The same is true when it is necessary to enter a stratgy market. My library Help Advanced Book Search. When one subbrand represents a brand portfolio strategy aaker, another a segment, and still another a product type, however, an organizing logic will be missing and the clarity may be compromised. How do the concepts apply to your brand portfolio strategy?
With the explosion of brands in today’s marketplace, a mastery of brand management has become essential to successful business strategy. Keep brands relevant Energize and differentiate brands Grow by leveraging brand assets Participate in startegy and premium niches Filled with fresh case studies and examples form brand portfolio strategy pioneers brand portfolio strategy aaker such as Coke, Citibank, Sony, Hewlett-Packard, Visa and Volvo – this book is a crucial addition to the literature.
Almost all brands could use more energy. Perhaps it is already a large, dominant brand and is projected to maintain or grow its position. Philip Kotler Professor of International Marketing, Kellogg School of Management, Northwestern University Brand Portfolio Strategy is a ‘must’ read for any company saddled with brands whose roles and relationships go begging brand portfolio strategy aaker clarification and wiser direction.
Brand Portfolio Strategy | Book by David A. Aaker | Official Publisher Page | Simon & Schuster
Building on portfollo 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.
The portfolio brands, both owned brands and brands linked through alliances, should zaker considered a team of brands working together, each with assigned roles to enable and support business strategies.
To qualify, the advertising needed to pass brand portfolio strategy aaker tests, the main one being to present the Intel Inside logo correctly on product and brand portfolio strategy aaker the ad.
Free eBook available to NEW subscribers only. An endorser brand serves to provide credibility and substance to the offering e.
Par ramirez sonia le lundi, juin 19 It is clear that a host of critical brand portfolio decisions were made at Intel. Jose rated it liked it Aug 28, Creating an effective and powerful brand is still a brqnd goal, but others are also key to achieving brand leadership. Will it be a finesse or power team?
The logo, shown in Figurehas a light, personal touch, as if someone wrote it brand portfolio strategy aaker an informal note — a sharp departure brand portfolio strategy aaker the formal corporate logo Intel with a dropped e.
Beand editions – View all Brand Portfolio Strategy: Another practical consideration was that the use of the Xeon name by itself had some trademark complications that disappeared when it was merged with the Pentium II name. To see what your friends thought of this book, please sign up.
Aaker Jossey-Bass, 8. Chief Customer Officer 2.
Brand Portfolio Strategy : David A. Aaker :
In another problem — or opportunity — emerged. In the face of competitive pressure, a cohesive, well-defined brand portfolio becomes imperative.
Chaps by Ralph Lauren is the moderately priced version of Polo. The winner of the Paul D.
Brand Portfolio Strategy
Vertical extensions are risky, but sometimes necessary when creating a new brand is simply not sstrategy. Catalina rated it liked it Jan 22, The defensive line needs to work with the linebackers, and the linebackers with the defensive backs, to brand portfolio strategy aaker the strategy that is in the game plan.
Intel subsequently developed an improvement to the Pentium that provided superior graphic capability. In his brand portfolio strategy aaker guide to brand portfolio management, he deftly uses case stratrgy by brand powerhouses such as Disney, General Electric and Toyota to underscore the crucial issues facing brand strategists. The brand portfolio needs to be capable of adapting existing brands, perhaps by adding subbrands or endorsed brands, and even creating new brands when needed to support offerings that are needed to maintain relevance.