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Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage, and Clarity

really liked it 4.0  ·  Rating Details ·  78 Ratings  ·  3 Reviews
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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Danny Barbery
Dec 02, 2012 Danny Barbery rated it really liked it  ·  review of another edition
David Aaker explica las estrategias para manejar carteras de marcas en empresas que poseen una cartera de productos amplia. Un poco complejo, lo recomiendo para personas que tienen conocimientos avanzados de branding.
Adam Schweigert
Jan 29, 2012 Adam Schweigert rated it liked it
Admittedly, a bit tedious to read (because it's pretty exhaustive), but the content is good. Worth the read for sure.
Lori Grant
Mar 29, 2013 Lori Grant rated it it was amazing
A must-read book on marketing strategy for the knowledge worker, manager, executive, or entrepreneur.
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