Brand portfolio strategy: creating relevance, differentiation, energy, leverage, and clarity
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
New York
Free Press
2004
|
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Item Description: | Includes bibliographical references (p. [323]-327) and index |
| Physical Description: | XVIII, 348 S. Ill. |
| ISBN: | 0743249380 |
Staff View
MARC
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| 650 | 7 | |a Merkartikelen |2 gtt | |
| 650 | 4 | |a Brand name products |x Management | |
| 650 | 4 | |a Brand name products |x Planning | |
| 650 | 4 | |a Brand name products |x Valuation |x Management | |
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| adam_text | Contents
Preface xiii
Acknowledgments xvii
PART I: WHAT IS BRAND PORTFOLIO STRATEGY?
Chapter 1. Brand Portfolio Strategy 3
The Intel Case 3
What Is a Brand Portfolio Strategy? 13
Dimensions of the Brand Portfolio Strategy 16
Brand Portfolio Objectives 33
Chapter 2. The Brand Relationship Spectrum 36
The Disney Brand Family 36
Master Brands, Endorsers, Subbrands, and Driver Roles 42
Linking Brands—The Brand Relationship Spectrum 46
A House of Brands 48
Endorsed Brands 52
Subbrands 57
A Branded House 60
Selecting the Right Position in the Brand Relationship Spectrum 63
Chapter 3. Inputs to Brand Portfolio Decisions 65
Microsoft 65
Citigroup 70
Market Forces and Dynamics 76
Business Strategy 78
Brand Equities and Identities 83
The Brand Portfolio Audit 85
Managing the Brand Portfolio 88
viii Contents
PART II. CREATING RELEVANCE, DIFFERENTIATION,
AND ENERGY
Chapter 4. Brand Relevance 97
PowerBar 98
What Is Relevance? 103
Strategies to Create or Maintain Relevance 111
Relevance vs. Stick to Your Knitting 126
Chapter 5. Energizing and Differentiating the Brand 128
Sony 128
Differentiating and Energizing a Brand 135
Branded Differentiators 136
Branded Energizers 144
Managing Branded Differentiators and Energizers 153
Chapter 6. Accessing Strategic Assets: Brand Alliances 157
Ford Explorer Eddie Bauer Edition 157
Co Master Branded Offerings 162
External Branded Differentiators 167
External Branded Energizers 173
Tactical Brand Alliances 180
Developing Effective Brand Alliances 181
PART III. LEVERAGING BRAND ASSETS
Chapter 7. Leveraging the Brand into New
Product Markets 189
Dove 189
Leveraging the Brand into New Offerings 196
Will the Brand Enhance the Extension? 203
Will the Extension Enhance the Brand? 209
Is There a Compelling Need for a New Brand? 213
Putting Extension Risks into Perspective 216
Creating Range Brand Platforms 218
Contents ix
Chapter 8. Participating in Upscale and Value Markets 225
GE Appliances 225
Marriott 227
The Vertical Brand Extension 230
Moving the Brand Down 233
Moving a Brand Up 244
PART IV. BRINGING FOCUS AND CLARITY TO
THE BRAND PORTFOLIO
Chapter 9. Leveraging the Corporate Brand 257
Dell 257
United Parcel Service (UPS) 260
The Corporate Brand 264
Why Leverage the Corporate Brand? 270
Challenges in Managing the Corporate Brand 275
Endorser Role 281
Changing the Corporate Brand Name 284
Chapter 10. Toward Focus and Clarity 289
Unilever 289
Ford vs. BMW 291
Too Many Brands? 295
Too Many Product Variants: Decision Fatigue 311
Strategic Brand Consolidation 317
Epilogue: Brand Portfolio Strategy 20 Takeaways 319
Notes 323
Index 329
|
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| id | DE-604.BV019358646 |
| illustrated | Illustrated |
| indexdate | 2025-02-20T06:43:15Z |
| institution | BVB |
| isbn | 0743249380 |
| language | English |
| lccn | 2003063055 |
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| physical | XVIII, 348 S. Ill. |
| publishDate | 2004 |
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| publisher | Free Press |
| record_format | marc |
| spellingShingle | Aaker, David A. 1938- Brand portfolio strategy creating relevance, differentiation, energy, leverage, and clarity Marketing gtt Merkartikelen gtt Brand name products Management Brand name products Planning Brand name products Valuation Management Branding (Marketing) Portfoliomanagement (DE-588)4115601-8 gnd Strategische Planung (DE-588)4309237-8 gnd Markenpolitik (DE-588)4144679-3 gnd |
| subject_GND | (DE-588)4115601-8 (DE-588)4309237-8 (DE-588)4144679-3 |
| title | Brand portfolio strategy creating relevance, differentiation, energy, leverage, and clarity |
| title_auth | Brand portfolio strategy creating relevance, differentiation, energy, leverage, and clarity |
| title_exact_search | Brand portfolio strategy creating relevance, differentiation, energy, leverage, and clarity |
| title_full | Brand portfolio strategy creating relevance, differentiation, energy, leverage, and clarity David A. Aaker |
| title_fullStr | Brand portfolio strategy creating relevance, differentiation, energy, leverage, and clarity David A. Aaker |
| title_full_unstemmed | Brand portfolio strategy creating relevance, differentiation, energy, leverage, and clarity David A. Aaker |
| title_short | Brand portfolio strategy |
| title_sort | brand portfolio strategy creating relevance differentiation energy leverage and clarity |
| title_sub | creating relevance, differentiation, energy, leverage, and clarity |
| topic | Marketing gtt Merkartikelen gtt Brand name products Management Brand name products Planning Brand name products Valuation Management Branding (Marketing) Portfoliomanagement (DE-588)4115601-8 gnd Strategische Planung (DE-588)4309237-8 gnd Markenpolitik (DE-588)4144679-3 gnd |
| topic_facet | Marketing Merkartikelen Brand name products Management Brand name products Planning Brand name products Valuation Management Branding (Marketing) Portfoliomanagement Strategische Planung Markenpolitik |
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