Brand Portfolio Strategy

"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."--BOOK JACKET.

First sentence: During the 1990s, Intel achieved remarkable success in terms of increase in sales, stock return, and market capitalization.

Year

2004

Language

English

Publisher

Free Press

Editions

1

Pages

368

ISBN

9780743249386

Data source: Wikidata