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Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage, and Clarity
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 ...more
Hardcover, 368 pages
Published April 6th 2004 by Free Press
(first published March 30th 2004)
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