Brand Portfolio Strategy

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… (more)

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Book Details  


Publisher: Free Press (December 01, 2009)

Collection: Free Press

Parent ISBN: 9780743249386

Page count: 368 pages

File size: 6.3 MB

Language: English


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