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Brand Portfolio Strategy: Creating Relevance, Differentiatio
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A book that does not look new and has been read but is in excellent condition. No obvious damage to the cover, with the dust jacket (if applicable) included for hard covers. No missing or damaged pages, no creases or tears, and no underlining/highlighting of text or writing in the margins. May be very minimal identifying marks on the inside cover. Very minimal wear and tear. See the seller’s listing for full details and description of any imperfections.
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eBay item number:276324528048
Item specifics
- Condition
- Brand
- Unbranded
- MPN
- Does not apply
- ISBN
- 9780743249386
About this product
Product Identifiers
Publisher
Free Press
ISBN-10
0743249380
ISBN-13
9780743249386
eBay Product ID (ePID)
5943668
Product Key Features
Book Title
Brand Portfolio Strategy : Creating Relevance, Differentiation, Energy, Leverage, and Clarity
Number of Pages
368 Pages
Language
English
Publication Year
2004
Topic
Marketing / General, Motivational, General, History / General
Illustrator
Yes
Genre
Architecture, Business & Economics
Format
Hardcover
Dimensions
Item Height
1.1 in
Item Weight
18.4 Oz
Item Length
9 in
Item Width
6 in
Additional Product Features
Intended Audience
Trade
LCCN
2003-063055
Dewey Edition
22
Reviews
Anna CatalanoGroup Vice President, Marketing, BPAaker's epilogue of 20 takeaways should be a bible for all brand managers who want to drive business success., Philip KotlerProfessor of International Marketing, Kellogg School of Management, Northwestern UniversityBrand Portfolio Strategy is a 'must' read for any company saddled with brands whose roles and relationships go begging for clarification and wiser direction. David Aaker, our most original conceptual thinker on branding, has again pushed brand management into exciting new territory., Anna Catalano Group Vice President, Marketing, BP Aaker's epilogue of 20 takeaways should be a bible for all brand managers who want to drive business success., Peter SealeyPh.D., former Chief Marketing Officer, The Coca-Cola Company Brand Portfolio Strategy hits the mark dead center into the most relevant and hotly debated topic in marketing today. Aaker builds on his previous trilogy of seminal branding books with his best offering yet -- a great strategic and practical read., John Elkins, EVP, Global Brand, Marketing & Corporate Relations, Visa InternationalWith timely insight, Aaker shows how to use portfolio tools to help firms address the strategic challenge of staying relevant and differentiated in dynamic markets., Sam Hill President, Helios Consulting; former Vice Chairman, DMB&B Brand portfolio optimization will be the value-creating management approach of the next decade, and will change the way we do business as fundamentally as has business process reengineering or six sigma. Dr. Aaker has written a simple and pragmatic guidebook that will be tremendously useful to strategists. He has almost single-handedly transformed branding from an art into a science, and no one is better qualified to lead the discussion on brand portfolio strategy., Philip KotlerProfessor of International Marketing, Kellogg School of Management, Northwestern UniversityBrand Portfolio Strategyis a 'must' read for any company saddled with brands whose roles and relationships go begging for clarification and wiser direction. David Aaker, our most original conceptual thinker on branding, has again pushed brand management into exciting new territory., Sam HillPresident, Helios Consulting; former Vice Chairman, DMB&B Brand portfolio optimization will be the value-creating management approach of the next decade, and will change the way we do business as fundamentally as has business process reengineering or six sigma. Dr. Aaker has written a simple and pragmatic guidebook that will be tremendously useful to strategists. He has almost single-handedly transformed branding from an art into a science, and no one is better qualified to lead the discussion on brand portfolio strategy., Philip KotlerProfessor of International Marketing, Kellogg School of Management, Northwestern University Brand Portfolio Strategy is a 'must' read for any company saddled with brands whose roles and relationships go begging for clarification and wiser direction. David Aaker, our most original conceptual thinker on branding, has again pushed brand management into exciting new territory., Philip Kotler Professor of International Marketing, Kellogg School of Management, Northwestern University Brand Portfolio Strategy is a 'must' read for any company saddled with brands whose roles and relationships go begging for clarification and wiser direction. David Aaker, our most original conceptual thinker on branding, has again pushed brand management into exciting new territory., Bernhard Eggli Managing Director, Head of Brand Management, UBS There's no authority on branding to equal David Aaker, and here he shows again his weight of experience and keenness of insight. This is a thoughtful exploration of how to structure, manage, and extend a brand portfolio for maximum value. The passages on how to energize and differentiate a brand are especially illuminating. Excellent., Peter SealeyPh.D., former Chief Marketing Officer, The Coca-Cola CompanyBrand Portfolio Strategyhits the mark dead center into the most relevant and hotly debated topic in marketing today. Aaker builds on his previous trilogy of seminal branding books with his best offering yet -- a great strategic and practical read., Sam HillPresident, Helios Consulting; former Vice Chairman, DMB&BBrand portfolio optimization will be the value-creating management approach of the next decade, and will change the way we do business as fundamentally as has business process reengineering or six sigma. Dr. Aaker has written a simple and pragmatic guidebook that will be tremendously useful to strategists. He has almost single-handedly transformed branding from an art into a science, and no one is better qualified to lead the discussion on brand portfolio strategy., Bernhard EggliManaging Director, Head of Brand Management, UBSThere's no authority on branding to equal David Aaker, and here he shows again his weight of experience and keenness of insight. This is a thoughtful exploration of how to structure, manage, and extend a brand portfolio for maximum value. The passages on how to energize and differentiate a brand are especially illuminating. Excellent., Peter Sealey Ph.D., former Chief Marketing Officer, The Coca-Cola Company Brand Portfolio Strategy hits the mark dead center into the most relevant and hotly debated topic in marketing today. Aaker builds on his previous trilogy of seminal branding books with his best offering yet -- a great strategic and practical read., Anil MenonVice President, Corporate Brand Strategy & Worldwide Market Intelligence, IBM CorporationEffective branding is a mission-critical business priority. And, as product-markets increasingly commoditize, a clear brand strategy can offer a path to competitive differentiation, particularly for B2B companies. Professor Aaker is at his brilliant best in this book with clear advice on how to make brands 'real' in the daily life of an organization and relevant in the marketplace., John Elkins, EVP, Global Brand, Marketing & Corporate Relations, Visa International With timely insight, Aaker shows how to use portfolio tools to help firms address the strategic challenge of staying relevant and differentiated in dynamic markets., Anil Menon Vice President, Corporate Brand Strategy & Worldwide Market Intelligence, IBM Corporation Effective branding is a mission-critical business priority. And, as product-markets increasingly commoditize, a clear brand strategy can offer a path to competitive differentiation, particularly for B2B companies. Professor Aaker is at his brilliant best in this book with clear advice on how to make brands 'real' in the daily life of an organization and relevant in the marketplace.
Dewey Decimal
658.8/27
Table Of Content
Contents Preface Acknowledgments Part I: What is Brand Portfolio Strategy? Chapter 1. Brand Portfolio Strategy The Intel Case What Is a Brand Portfolio Strategy? Dimensions of the Brand Portfolio Strategy Brand Portfolio Objectives Chapter 2. The Brand Relationship Spectrum The Disney Brand Family Master Brands, Endorsers, Subbrands, and Driver Roles Linking Brands -- The Brand Relationship Spectrum A House of Brands Endorsed Brands Subbrands A Branded House Selecting the Right Position in the Brand Relationship Spectrum Chapter 3. Inputs to Brand Portfolio Decisions Microsoft Citigroup Market Forces and Dynamics Business Strategy Brand Equities and Identities The Brand Portfolio Audit Managing the Brand Portfolio Part II. Creating Relevance, Differentiation, and Energy Chapter 4. Brand Relevance PowerBar What Is Relevance? Strategies to Create or Maintain Relevance Relevance vs. Stick to Your Knitting Chapter 5. Energizing and Differentiating the Brand Sony Differentiating and Energizing a Brand Branded Differentiators Branded Energizers Managing Branded Differentiators and Energizers Chapter 6. Accessing Strategic Assets: Brand Alliances Ford Explorer Eddie Bauer Edition Co-Master Branded Offerings External Branded Differentiators External Branded Energizers Tactical Brand Alliances Developing Effective Brand Alliances Part III. Leveraging Brand Assets Chapter 7. Leveraging the Brand into New Product-Markets Dove Leveraging the Brand into New Offerings Will the Brand Enhance the Extension? Will the Extension Enhance the Brand? Is There a Compelling Need for a New Brand? Putting Extension Risks into Perspective Creating Range Brand Platforms Chapter 8. Participating in Upscale and Value Markets GE Appliances Marriott The Vertical Brand Extension Moving the Brand Down Moving a Brand Up Part IV. Bringing Focus and Clarity to the Brand Portfolio Chapter 9. Leveraging the Corporate Brand Dell United Parcel Service (UPS) The Corporate Brand Why Leverage the Corporate Brand? Challenges in Managing the Corporate Brand Endorser Role Changing the Corporate Brand Name Chapter 10. Toward Focus and Clarity Unilever Ford vs. BMW Too Many Brands? Too Many Product Variants: Decision Fatigue Strategic Brand Consolidation Epilogue: Brand Portfolio Strategy -- 20 Takeaways Notes Index
Synopsis
From the world's premier thinker and bestselling author on brands - a crucial new book that shows companies how to manage their brands to develop successful brand portfolios., 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, 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. Aaker offers readers step-by-step advice on what to do when confronting scenarios such as the following: - Brands are underleveraged - The business strategy is at risk because of inadequate brand platforms - The business faces a relevance threat caused by emerging subcategories - The firm's brands are tired and bland - Strategy is paralyzed by a lack of priority among the brands - Brands are cluttered and confusing to both customers and employees - The firm needs to move into the super-premium or value arenas to create margin or sales volume - Margin pressures require points of differentiation Renowned brand guru Aaker demonstrates that assuring that each brand in the portfolio has a clear role and actively reinforces and supports the other portfolio brands will profoundly affect the firm's profitability. Brand Portfolio Strategy is required reading not only for brand managers but for all managers with bottom-line responsibility to their shareholders., With the explosion of brands in today's marketplace, a mastery of brand management has become essential to successful business strategy. Faced with an increasingly complex landscape of multiple products, global reach, and dynamic markets, many companies don't know how to make the tough choices necessary to avoid the disorganized proliferation of brands and sub-brands that don't project a clear identity. Now, for the first time, David Aaker defines the structure and scope of the brand portfolio strategy firms must put in place to get the most from their brands. Cited as " the most called-upon expert on branding in the United States" by Advertising Week, Aaker shares tools and concepts for creating a well-articulated brand structure that supports strategy - replaces waste with synergy, confusion with clarity, and missed opportunities with leveraged assets. He shows how to: Keep brands relevant Energize and differentiate brands Grow by leveraging brand assets Participate in value and premium niches Filled with fresh case studies and examples form brand portfolio strategy pioneers - such as Coke, Citibank, Sony, Hewlett-Packard, Visa and Volvo - this book is a crucial addition to the literature.
LC Classification Number
HD69.B7.A2154 2004
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- c***m (405)- Feedback left by buyer.Past monthVerified purchaseWOW!; I cannot believe this 4 Days to Hawaii! ; AAA+++; Excellent Service; Great Pricing; Fast Delivery-Faster Than Expected to Hawaii!; Shipped 06 03, Tues, Received 06/07 Sat to Hawaii using free shipping; USPS Ground Mail, Hardcover Book in Excellent Condition--Better Than Described ; TLC Packaging; Excellent Seller Communication, Sends updates . Highly Recommended!, Thank you very much!
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- x***l- Feedback left by buyer.Past 6 monthsVerified purchaseI had a positive experience with this seller. I did receive an incorrect item in my package, but when I reached out to the seller about the problem, they responded in a timely manner and resolved the issue. Items were packaged in a bag but arrived in good condition as described. I am very happy with the condition of the books I received. Great value. I have already placed additional orders with this seller. Thank you!
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Seller feedback (7,603,283)
- c***m (405)- Feedback left by buyer.Past monthVerified purchaseWOW!; I cannot believe this 4 Days to Hawaii! ; AAA+++; Excellent Service; Great Pricing; Fast Delivery-Faster Than Expected to Hawaii!; Shipped 06 03, Tues, Received 06/07 Sat to Hawaii using free shipping; USPS Ground Mail, Hardcover Book in Excellent Condition--Better Than Described ; TLC Packaging; Excellent Seller Communication, Sends updates . Highly Recommended!, Thank you very much!
- c***c (489)- Feedback left by buyer.Past 6 monthsVerified purchaseExcellent eBay seller with good communications!!! Book came as described (GOOD condition), reasonably packaged (plastic mailer bag with 3 other books), and in very good time considering free shipping (projected delivery 5/7 thru 5/12; rcvd 5/10). Have purchased multiple books from SecondSalecom, and have been quite satisfied with the quality, appearance, and value of those purchases. Will definitely check their selection for future book purchases. Thanks, SecondSalecom!
- x***l- Feedback left by buyer.Past 6 monthsVerified purchaseI had a positive experience with this seller. I did receive an incorrect item in my package, but when I reached out to the seller about the problem, they responded in a timely manner and resolved the issue. Items were packaged in a bag but arrived in good condition as described. I am very happy with the condition of the books I received. Great value. I have already placed additional orders with this seller. Thank you!