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
"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