Product Description

With the explosion of brands in today's marketplace, a mastery of brand management has become essential to successful business strategy. Faced with an increasingly complex landscape of multiple products, global reach, and dynamic markets, many companies don't know how to make the tough choices necessary to avoid the disorganized proliferation of brands and sub-brands that don't project a clear identity. Now, for the first time, David Aaker defines the structure and scope of the brand portfolio strategy firms must put in place to get the most from their brands. Cited as " the most called-upon expert on branding in the United States" by Advertising Week, Aaker shares tools and concepts for creating a well-articulated brand structure that supports strategy - replaces waste with synergy, confusion with clarity, and missed opportunities with leveraged assets He shows how to: Keep brands relevant Energize and differentiate brands Grow by leveraging brand assets Participate in value and premium niches Filled with fresh case studies and examples form brand portfolio strategy pioneers - such as Coke, Citibank, Sony, Hewlett-Packard, Visa and Volvo - this book is a crucial addition to the l

Product Details

• Amazon Sales Rank: #206429 in Books
• Published on: 2004-05-17
• Original language: English
• Number of items: 1
• Binding: Hardcover
• 368 pages

About the Author
David A. Aaker is the E.T. Grether Professor of Marketing Strategy at the Haas School of Business at the University of California, Berkeley. He is a consultant to dozens of companies, including AT&T, Coca Cola, MasterCard, and General Motors. He is the cofounder, with Erich Joachimsthaler of the firm Aaker-Joachimsthaler Prophet Brand Strategy. His previous books include BRAND LEADERSHIP and MANAGING BRAND EQUITY, both published by The Free Press.

Customer Reviews

Aaker on form
I first came across one of David Aaker's books as a graduate student in Mass Communications in 1989. His books have long been seen as the definitive marketing and branding texts, and this one is no exception.

Basing his work on the contention that bringing a brand-based perspective to business issues is critical, Aaker this time focuses on the brand portfolio. While the book is for companies of all sizes and at all lifecycle stages, it is probably most relevant to more established - even mature businesses -- where how the brand portfolio is managed and built can make a dramatic difference to the bottom line.

Aaker's case material is generally spot on -- cross-industry and international: Sony, Disney, BMW, Mini and Miu Miu to name just of few his examples. Backed by step-by-step advice, the cases are readable, applicable, and reflect Aaker's strong academic and professional affiliations. They should go along way towards helping business managers identify and get to grips with a pretty exhaustive set of portfolio management challenges like what to do with cluttered, newly acquired or irrelevant brands, re-energising tired brands, managing sub-brands, and creating differentiated or premium brands.

This may be Aaker's 12th book, but the good material just keeps coming. Like my graduate school text of 25 years ago, Brand Portfolio Management is very much a book for its time. Brand's impact on business results continues to grow: today it's senior execs as much as marketers who determine how a brand is managed, and who better than Aaker to provide the instruction.