BRAND PORTFOLIO STRATEGY AAKER D. Księgarnia

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, co-brands, and brand extensions.

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.

David A. 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. The winner of the Paul D. Converse Award for outstanding contributions to the development of the science of marketing and the Vijay Mahajan Award for Career Contributions to Marketing Strategy, he has published more than ninety articles and eleven books, including Strategic Market Management, Managing Brand Equity, Building Strong Brands, and Brand Leadership (co-authored with Eric Joachimsthaler).

Contents

Preface

Acknowledgments

Part I: What is Brand Portfolio Strategy?

Chapter 1. Brand Portfolio Strategy

The Intel Case
What Is a Brand Portfolio Strategy?
Dimensions of the Brand Portfolio Strategy
Brand Portfolio Objectives

Chapter 2. The Brand Relationship Spectrum

The Disney Brand Family
Master Brands, Endorsers, Subbrands, and Driver Roles
Linking Brands - The Brand Relationship Spectrum
A House of Brands
Endorsed Brands
Subbrands
A Branded House
Selecting the Right Position in the Brand Relationship Spectrum

Chapter 3. Inputs to Brand Portfolio Decisions

Microsoft
Citigroup
Market Forces and Dynamics
Business Strategy
Brand Equities and Identities
The Brand Portfolio Audit
Managing the Brand Portfolio

Part II. Creating Relevance, Differentiation, and Energy

Chapter 4. Brand Relevance

PowerBar
What Is Relevance?
Strategies to Create or Maintain Relevance
Relevance vs. Stick to Your Knitting

Chapter 5. Energizing and Differentiating the Brand

Sony
Differentiating and Energizing a Brand
Branded Differentiators
Branded Energizers
Managing Branded Differentiators and Energizers

Chapter 6. Accessing Strategic Assets: Brand Alliances

Ford Explorer Eddie Bauer Edition
Co-Master Branded Offerings
External Branded Differentiators
External Branded Energizers
Tactical Brand Alliances
Developing Effective Brand Alliances

Part III. Leveraging Brand Assets

Chapter 7. Leveraging the Brand into New Product-Markets

Dove
Leveraging the Brand into New Offerings
Will the Brand Enhance the Extension?
Will the Extension Enhance the Brand?
Is There a Compelling Need for a New Brand?
Putting Extension Risks into Perspective
Creating Range Brand Platforms

Chapter 8. Participating in Upscale and Value Markets

GE Appliances
Marriott
The Vertical Brand Extension
Moving the Brand Down
Moving a Brand Up

Part IV. Bringing Focus and Clarity to the Brand Portfolio

Chapter 9. Leveraging the Corporate Brand

Dell
United Parcel Service (UPS)
The Corporate Brand
Why Leverage the Corporate Brand?
Challenges in Managing the Corporate Brand
Endorser Role
Changing the Corporate Brand Name

Chapter 10. Toward Focus and Clarity

Unilever
Ford vs. BMW
Too Many Brands?
Too Many Product Variants: Decision Fatigue
Strategic Brand Consolidation

Epilogue: Brand Portfolio Strategy - 20 Takeaways

Notes

Index

Hardcover, 348 pages

Po otrzymaniu zamówienia poinformujemy,
czy wybrany tytuł polskojęzyczny lub anglojęzyczny jest aktualnie na półce księgarni.