Brand Portfolio Strategy
The Free Press (Verlag)
978-0-7432-4938-6 (ISBN)
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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.
David A. Aaker is the Vice-Chairman of Prophet, Professor Emeritus of Marketing Strategy at the Haas School of Business, University of California at Berkeley, Advisor to Dentsu, Inc., and a recognized authority on brands and brand management. The winner of the Paul D. Converse Award for outstanding contributions to the development of the science of marketing and the Vijay Mahajan Award for Career Contributions to Marketing Strategy, he has published more than ninety articles and eleven books, including Strategic Market Management, Managing Brand Equity, Building Strong Brands, and Brand Leadership (coauthored with Eric Joachimsthaler).
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
| Erscheint lt. Verlag | 17.5.2004 |
|---|---|
| Zusatzinfo | index; notes; 43 illustrations t-o; printed endpapers |
| Verlagsort | New York |
| Sprache | englisch |
| Maße | 152 x 229 mm |
| Gewicht | 522 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| ISBN-10 | 0-7432-4938-0 / 0743249380 |
| ISBN-13 | 978-0-7432-4938-6 / 9780743249386 |
| Zustand | Neuware |
| Informationen gemäß Produktsicherheitsverordnung (GPSR) | |
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