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Brand Portfolio Strategy : Creating Relevance, Differentiation, Energy, Leverage, and Clarity - David A. Aaker

Brand Portfolio Strategy

Creating Relevance, Differentiation, Energy, Leverage, and Clarity

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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.

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.


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

ISBN: 9781439188835
ISBN-10: 1439188831
Audience: General
Format: ePUB
Language: English
Number Of Pages: 368
Published: 1st December 2009
Publisher: Free Press