Brand Portfolio Strategy Creating Relevance, Differentiation, Energy, Leverage, and Clarity

Brand Portfolio Strategy
Auteur: David A. Aaker
Uitgever: Simon & Schuster
  • Engels
  • Paperback
  • 9781982146528
  • maart 2020
  • 368 pagina's
Alle productspecificaties

David A. Aaker

"David Allen Aaker (born 1938) is an American organizational theorist, consultant and Professor Emeritus at the University of California, Berkeley's Haas School of Business, a specialist in marketing with a focus on brand strategy. He serves as Vice Chairman of Prophet.

(Bron: Wikipedia. Beschikbaar onder de licentie Creative Commons Naamsvermelding/Gelijk delen.)"

Samenvatting

In this long-awaited 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, cobrands, and brand extensions. Renowned brand guru Aaker demonstrates that assuring that each brand in the portfolio has a clear role and actively reinforces and supports the other portfolio brands will profoundly affect the firm's profitability. Brand Portfolio Strategy is required reading not only for brand managers but for all managers with bottom-line responsibility to their shareholders.

Productspecificaties

Inhoud

Taal
Engels
Bindwijze
Paperback
Verschijningsdatum
maart 2020
Aantal pagina's
368 pagina's
Illustraties
Met illustraties

Betrokkenen

Auteur
David A. Aaker
Uitgever
Simon & Schuster

EAN

EAN
9781982146528

Overige kenmerken

Extra groot lettertype
Nee
Gewicht
336 g
Verpakking breedte
140 mm
Verpakking hoogte
25 mm
Verpakking lengte
213 mm

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