Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage, and Clarity | 
 enlarge | Author: David A. Aaker
Publisher: Free Press
Category: Book
List Price: $28.00
Buy New: $15.49
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Avg. Customer Rating:  10 reviews
Sales Rank: 197867
Media: Hardcover
Number Of Items: 1
Pages: 368
Shipping Weight (lbs): 1.2
Dimensions (in): 9.1 x 6.2 x 1.2
ISBN: 0743249380
Dewey Decimal Number: 658.827
EAN: 9780743249386
ASIN: 0743249380
Publication Date: March 30, 2004
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Product Description
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. Aaker offers readers step-by-step advice on what to do when confronting scenarios such as the following: • Brands are underleveraged • The business strategy is at risk because of inadequate brand platforms • The business faces a relevance threat caused by emerging subcategories • The firm's brands are tired and bland • Strategy is paralyzed by a lack of priority among the brands • Brands are cluttered and confusing to both customers and employees • The firm needs to move into the super-premium or value arenas to create margin or sales volume • Margin pressures require points of differentiation Renowned brand guru Aaker demonstrates that assuring that each brand in the portfolio has a clear role and actively reinforces and supports the other portfolio brands will profoundly affect the firm's profitability. Brand Portfolio Strategy is required reading not only for brand managers but for all managers with bottom-line responsibility to their shareholders.
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| Customer Reviews: Read 5 more reviews...
 Indispensible May 14, 2007
1 out of 1 found this review helpful
David Aaker might be the Kottler of brand strategy. Brand strategy is not an exact science. Aaker can't change that. But he does give the field a profound and comprehensive set of definitions, that makes the development process of a portfolio strategy a transparent one for al involved.
A Positive Contribution! February 13, 2007
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 Business, York University in Toronto, Canada.
I believe that this book, which builds on some of the concepts from Brand Leadership by the same author, makes a positive contribution to marketing and branding literature, especially with respect to topics such as brand extensions and brand architecture. When read together with The New Strategic Brand Management by Jean-Noel Kapferer, it provides a strong grounding in these areas for students and serious practitioners alike.
Renowned Guru Aaker May 6, 2006
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. The brand portfilio strategy has made it an iconic and epic art of brand. I has known Aaker's works from the numerous citations in the leading papers of Journal of Marketing. Aaker's prophetic thinking is down-to-eatrh practical and always updated, with a central belief in pragmatic art of brand. The epilogue at the end of this book and the quotations in the beginning of each chapter is quite heuristic and humerous. Indeed, it is a "must-read" of marketing researchers and practitioners from cover to cover without dust bunny.
 The Brand Argument GrowsThinner February 25, 2006
1 out of 1 found this review helpful
In fact, after Building Strong Brands, Brand Portfolio strategy has been a big disappointment for me. The book failed to deliver practically on all of the dimensions from the title: it is not very relevant, it definitely doesn't energize the reader, doesn't offer much inspiration for brand leverage and clarity of writing also isn't one of its virtues. Well, it IS different - perhaps just becasue there are not very many texts on the issue. Not a big help for practical brand management, I'm afraid.
Excellent investment of time and money June 23, 2005
As brands assume roles equal to or more important than the actual products, keeping them dynamic and relevent becomes ever more crucial for business performance. Yet that challenge is becoming more complex as brands proliferate, cluttering brand porfolios and diluting brand equities.
In this book, Aaker builds a framework for understanding the key issues in brand management based on analysis of common initiatives taken by leading companies. It takes a theoretical approach, but it is based in real world examples that make it easy to follow.
I found the section on brand extensions very useful. For example, when considering a brand extensions, should the existing brand be leveraged, simply using a descriptor to define the offering; or should a new sub-brand created...if so, which will play the greater role in defining the offering and driving purchase -- the subbrand or the master?
These are the sorts of issues brand managers and strategists face on a daily basis so Aaker's exporation of these issues is very useful.
"Brand Portfolio Strategy" is not in the category of "brand enlightenment" tales, like Scott Bedbury's "A new brand world". It takes time to get through, can be rather dry.... but overall I found it an excellent investment of time and money.
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