Brand Portfolio Strategy
By David Aaker
In this long-awaited book from the world's premier brand expert, David Aaker, Vice Chairman of Prophet, shows executives how to construct a brand portfolio strategy that will support a company's business strategy and profoundly affect the firm's profitability.
Understanding and managing the brand portfolio can be a key to both the development of a winning business strategy and its successful implementation. The first key element of brand portfolio management is to make sure that each brand has a well-defined scope and role or set of roles to play in each context in which it is expected to contribute.
Second, a portfolio view can ensure that the brands of the future get the resources they need to succeed. In a silo organization, high potential brands are often starved of resources, in part because their business is still small.
Third, strategic growth challenges can be addressed through portfolio. Usually that means entering new markets, offering new products or moving into upscale or value arenas. The portfolio task is to design the optimal brand strategy which can include leveraging existing brands to support such growth options.
Fifth, an offering can get complex and confusing both the customers and even employees. In the face of competitive pressure, a cohesive, well-defined brand portfolio becomes imperative.”
Brand Portfolio Strategy offers readers step-by-step advice on how to tackle challenging business issues, including the following: underleveraged brands, decreasing brand relevance, lack of strategic focus, and declining margins. Dave has also written related articles, engaged in interviews, and received praise for the book.
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