Brand Portfolio Strategy
Creating Relevance, Differentiation, Energy, Leverage, and Clarity
$73.39
- Paperback
368 pages
- Release Date
1 March 2020
Summary
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 …
Book Details
| ISBN-13: | 9781982146528 |
|---|---|
| ISBN-10: | 1982146524 |
| Author: | David A. Aaker |
| Publisher: | Simon & Schuster |
| Imprint: | The Free Press |
| Format: | Paperback |
| Number of Pages: | 368 |
| Release Date: | 1 March 2020 |
| Weight: | 336g |
| Dimensions: | 25mm x 140mm x 213mm |
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David A. Aaker
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 (coauthored with Eric Joachimsthaler).
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