TY  - BOOK
AU  - David A. Aaker
TI  - Brand portfolio strategy : : creating relevance, differentiation, energy, leverage, and clarity
SN  - 9781982146528
PY  - 2004///
PY  - 2004///
CY  -  New York, 
PB  - Free Press
KW  - Brand name products Management
N1  - 
Brand portfolio strategy
The brand relationship spectrum
Inputs to brand portfolio decisions
Brand relevance
Energizing and differentiating the brand
Accessing strategic assets : brand alliances
Leveraging the brand into new product-markets
Participating in upscale and value markets
Leveraging the corporate brand
Toward focus and clarity
Brand portfolio strategy
20 takeaways
N2  - "In this 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."--Jacket
ER  -