Brand Portfolio Strategy: Creating Relevance Differentiation Energy Leverage And Clarity
David A. Aaker
ISBN: | 9781439188835 |
Publisher: | Simon & Schuster |
Published: | 1 December, 2009 |
Format: | eBook |
Editions: |
3 other editions
of this product
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Brand Portfolio Strategy: Creating Relevance Differentiation Energy Leverage And Clarity
David A. Aaker
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 enab
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