Brand Portfolio Strategy ─ Creating Relevance, Differentiation, Energy, Leverage, and Clarity
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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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