Download PDF by David A. Aaker: Brand Portfolio Strategy

By David A. Aaker

ISBN-10: 0743249380

ISBN-13: 9780743249386

During this long-awaited publication from the world's optimal model professional and writer of the seminal paintings construction robust manufacturers, David Aaker indicates managers the right way to build a model portfolio process that might help a company's enterprise technique and create relevance, differentiation, power, leverage, and readability. construction on case stories of world-class manufacturers corresponding to Dell, Disney, Microsoft, Sony, Dove, Intel, CitiGroup, and PowerBar, Aaker demonstrates how robust, cohesive model ideas have enabled managers to revitalize manufacturers, help company progress, and create self-discipline in stressed, bloated portfolios of grasp manufacturers, subbrands, endorser manufacturers, co-brands, and model extensions. Aaker deals readers step by step recommendation on what to do while confronting eventualities corresponding to the subsequent: • manufacturers are underleveraged • The company process is in danger as a result of insufficient model structures • The company faces a relevance chance attributable to rising subcategories • The firm's manufacturers are drained and bland • technique is paralyzed via an absence of precedence one of the manufacturers • manufacturers are cluttered and complicated to either consumers and staff • The enterprise must stream into the super-premium or price arenas to create margin or revenues quantity • Margin pressures require issues of differentiation popular model guru Aaker demonstrates that assuring that every model within the portfolio has a transparent position and actively reinforces and helps the opposite portfolio manufacturers will profoundly impact the firm's profitability. model Portfolio method is needed interpreting not just for model managers yet for all managers with bottom-line accountability to their shareholders.

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Example text

However, there are limits as to how far any brand, especially a master brand, can go. Stretching the brand too far can cause it to lose differentiation and relevance in some contexts. Worse, some extensions may weaken or damage the brand because of the associations created. The scope of the master brand can be extended by the use of sub-brands and co-brands. The brand can range even further as an endorser, since an endorser brand is asked to do less and risks less. So firms have a variety of tools and options in terms of leveraging a master brand.

Wylie O’Sullivan was incredibly helpful during the whole process, always cheerful even during the several crises that occurred. Dominick Anfuso is a talented and supportive editor. Because of their outstanding work on past books, I requested the help of Chris Kelley, a wonderful copyeditor, and Celia Knight, a special person who kept the production moving and made sure that a host of errors did not get into the final product. They both made significant contributions. Finally, my thanks to my wife, who allowed me time for yet another writing project, and the rest of my family—Jan, Jolyn, Jennifer, Semantha,Mylee, Devon,and Cooper—who inspire.

All this happened even though most computer users had no idea what a microprocessor was or why Intel’s were better. There were important secondary benefits. The Intel Inside program caused advertising for computers to explode. Ironically, advertising agencies, at first unhappy having their artistry compromised by foreign logos, became creatively flexible when they realized that advertising billings were going to skyrocket. In addition, the computer partner firms became attached to the advertising allowance; in fact, with margins squeezed, they had a hard time competing without it.

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Brand Portfolio Strategy by David A. Aaker

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