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Brand Portfolio Strategy

Author: Aaker, David A.

Publisher: Free Press

List Price:$28.00
Our Price:$7.49 (73% OFF) USD


Brand Portfolio Strategy : 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.

Category   Subject
Business & Economics   Marketing

ISBN 13:9780743249386
ISBN 10:0743249380
Size:9.10" l x 6.20" w x 1.20" h
Grade Lvl: