Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage, and Clarity
| Author | : | |
| Rating | : | 4.81 (723 Votes) |
| Asin | : | 0743249380 |
| Format Type | : | paperback |
| Number of Pages | : | 368 Pages |
| Publish Date | : | 2015-07-19 |
| Language | : | English |
DESCRIPTION:
Projecting both "personality elements" and "emotional and self-expressive" qualities onto brands, customers are skeptical of parvenu brands that try to move up into super premium markets, contemptuous of brands that move down into "value" markets, and uneasy about brands that associate with less reputable labels. While the book is aimed at marketing executives, who will glean much practical advice from it, interested lay readers will find it a revealing insider’s look at how the business world conceives of and manipulates consumer psychology. . Copyright © Reed Business Information, a division of Reed Elsevier Inc. To help businesspeople sort through and capitalize on such perceptual niceties, Aaker, a consultant, professor and author of Building Strong Brands, plots out a
. The winner of the Paul D. Aaker is the Vice-Chairman of Prophet, Professor Emeritus of Marketing Strategy at the Haas School of Business, University of California at Berkeley, Advisor to Dentsu, Inc., and a recognized authority on brands and brand management. Converse Award for outstanding contributions to t
Aaker offers readers step-by-step advice on what to do when confronting scenarios such as the following: • Brands are underleveraged • The business strategy is at risk because of inadequate brand platforms • The business faces a relevance threat caused by emerging subcategories • The firm's brands are tired and bland • Strategy is paralyzed by a lack of priority among the brands • Brands are cluttered and confusing to both customers and employees • The firm needs to move into the super-premium or value arenas to create margin or sales volume • Margin pressures require points of differentiation 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.. 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,
Amazon Customer said Great for someone like me who has no exposure to. Great for someone like me who has no exposure to marketing to understand the basics. I love the examples and case studies.. Order from Chaos Establishing clarity in a brand portfolio for a large business can be a real challenge. The approach the Aaker uses, while it may be jargony, is excellent as a source to ensure that each brand sits at the appropriate place in the hierarchy and has a role that's clear.I keep on my desk as a constant reference. Yes, that's a little weird, but there you are.. Very good. cyril thottam Excellent discussion of brand building within a large corporate portfolio. All of David Aaker's books are worth reading if you are interested in marketing / branding.