Brand Portfolio Strategy Related Articles

How To Remodel Your House of Brands [PDF]
A discussion of ten questions to help determine what brand portfolio problems your company may be facing and potential steps to solving them. (By David Aaker, MWorld, Summer 2004)

Brand Portfolio Strategy [PDF]
A comprehensive interview (in German) with David Aaker regarding his latest book. (absatzwirtschaft July 2004)

The Innovator's Prescription: The Relevance of Brand Relevance
A perspective on the importance of maintaining relevance in the marketplace and with customers and strategies to help companies achieve that goal. (By David Aaker, Strategy & Business, June 2004)

Leveraging the Corporate Brand [PDF]
A perspective on how a company can dial up the importance and role of the corporate (company) brand. (By David Aaker, California Management Review, Vol. 46. No. 3, Spring 2004)

Rise to the Brand Challenge [PDF]
Insights into five brand hurdles and how marketers can deal with them. (By David Aaker, Marketer, May 26, 2004)

Even Brands Need Spring Cleaning [PDF]
An overview of David Aaker's latest book. (Brandweek, March 8, 2004)

The Power of the Branded Differentiator (Abstract)
An introduction to a new tool that can help companies maintain a competitive age. (MIT Sloan Management Review, Fall 2003)

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