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Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage, and Clarity Hardcover – April 6, 2004
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From Publishers Weekly
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.
Sam Hill President, Helios Consulting; former Vice Chairman, DMB&B Brand portfolio optimization will be the value-creating management approach of the next decade, and will change the way we do business as fundamentally as has business process reengineering or six sigma. Dr. Aaker has written a simple and pragmatic guidebook that will be tremendously useful to strategists. He has almost single-handedly transformed branding from an art into a science, and no one is better qualified to lead the discussion on brand portfolio strategy.
Anil Menon Vice President, Corporate Brand Strategy & Worldwide Market Intelligence, IBM Corporation Effective branding is a mission-critical business priority. And, as product-markets increasingly commoditize, a clear brand strategy can offer a path to competitive differentiation, particularly for B2B companies. Professor Aaker is at his brilliant best in this book with clear advice on how to make brands 'real' in the daily life of an organization and relevant in the marketplace.
Philip Kotler Professor of International Marketing, Kellogg School of Management, Northwestern University Brand Portfolio Strategy is a 'must' read for any company saddled with brands whose roles and relationships go begging for clarification and wiser direction. David Aaker, our most original conceptual thinker on branding, has again pushed brand management into exciting new territory.
John Elkins, EVP, Global Brand, Marketing & Corporate Relations, Visa International With timely insight, Aaker shows how to use portfolio tools to help firms address the strategic challenge of staying relevant and differentiated in dynamic markets.
Anna Catalano Group Vice President, Marketing, BP Aaker's epilogue of 20 takeaways should be a bible for all brand managers who want to drive business success.
Peter Sealey Ph.D., former Chief Marketing Officer, The Coca-Cola Company Brand Portfolio Strategy hits the mark dead center into the most relevant and hotly debated topic in marketing today. Aaker builds on his previous trilogy of seminal branding books with his best offering yet -- a great strategic and practical read.
Top Customer Reviews
There is a diagram inside the front and back covers of this book which illustrates precisely what such a strategy involves, and, what the various relationships are between and among its various components. (As I read this book, I found it helpful to refer back to the diagram occasionally as I would to a map throughout a journey. The same diagram also appears on page 17.Read more ›
A responsible writer on Branding should help readers simplify the complex and make it easy for them to know the true picture of branding.
This book is not entirely new. About 20% of the content(I would say more than the author admitted in the Preface) is based on Aaker's old books like Brand Equity, Building Brand Identity, and Brand Leadership. Examples are predictable and have been used before in his old books, mostly including Intel, Marriott, and the like. The cases drawn for this book can be very biased since Intel, Sony, Microsoft, Dove and so forth are world-class,big budget brands. Of course they have the know-how and abundant resources to build successful brands. Aaker should quote some medium or low budget brand cases that turn themselves into successful brands.
As a Vice-Chairman of Prophet, a brand consultancy, readers may worry about Aaker's (not just a Brand/Marketing Professor from Berkeley now!) objectivity in examples selections as well.
Besides, the Clients that Prophet serve are mostly not the world-class brands(except just one or two, like Adidas). This may reduce the credibility of Aaker as a branding expert in the first place since he wrote about the world-class brands, not really building the world-class brands himself or with his colleagues.
There is a tendency for authors to rush out new books these days. In fact, quality does count. For authors who have been preaching the importance of good quality in the branding process, they should walk the talk themselves!
I keep on my desk as a constant reference. Yes, that's a little weird, but there you are.
Most Recent Customer Reviews
Great for someone like me who has no exposure to marketing to understand the basics. I love the examples and case studies.Published 2 months ago by Amazon Customer
Excellent discussion of brand building within a large corporate portfolio. All of David Aaker's books are worth reading if you are interested in marketing / branding.Published on October 16, 2013 by cyril thottam
This book is obsessed with jargon and technicals and terms to a point it can not point out the big picture and exhausting you only with the small details.Published on October 5, 2013 by Gil Gavriel
Good book, general but good. Not the ABC but you can learn a lot of valid applicable principles in Brand Management. Recommended.Published on January 11, 2009 by Karl Smith
David Aaker might be the Kottler of brand strategy. Brand strategy is not an exact science. Aaker can't change that. Read morePublished on May 14, 2007 by Huijskes
I am the Principal of Cohesion Inc, a marketing & business consulting organization, and also a part-time course director in the marketing faculty of the Schulich School of... Read morePublished on February 12, 2007 by Ashley Konson
I used Aaker's works since the Brand Equity (1991) to Brand Portfolio Strategy (2004) for the research of international marketing for cutting-edge technology in Taiwan. Read morePublished on May 6, 2006 by Prophet