Brand portfolio strategy : creating relevance, differentiation, energy, leverage, and clarity

著者

書誌事項

Brand portfolio strategy : creating relevance, differentiation, energy, leverage, and clarity

David A. Aaker

Free Press, c2004

大学図書館所蔵 件 / 全36件

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注記

Includes bibliographical references (p. [323]-327) and index

内容説明・目次

内容説明

With the explosion of brands in today's marketplace, a mastery of brand management has become essential to successful business strategy. Faced with an increasingly complex landscape of multiple products, global reach, and dynamic markets, many companies don't know how to make the tough choices necessary to avoid the disorganized proliferation of brands and sub-brands that don't project a clear identity. Now, for the first time, David Aaker defines the structure and scope of the brand portfolio strategy firms must put in place to get the most from their brands. Cited as " the most called-upon expert on branding in the United States" by Advertising Week, Aaker shares tools and concepts for creating a well-articulated brand structure that supports strategy - replaces waste with synergy, confusion with clarity, and missed opportunities with leveraged assets. He shows how to: Keep brands relevant Energize and differentiate brands Grow by leveraging brand assets Participate in value and premium niches Filled with fresh case studies and examples form brand portfolio strategy pioneers - such as Coke, Citibank, Sony, Hewlett-Packard, Visa and Volvo - this book is a crucial addition to the literature.

目次

Contents Preface Acknowledgments Part I: What is Brand Portfolio Strategy? Chapter 1. Brand Portfolio Strategy The Intel Case What Is a Brand Portfolio Strategy? Dimensions of the Brand Portfolio Strategy Brand Portfolio Objectives Chapter 2. The Brand Relationship Spectrum The Disney Brand Family Master Brands, Endorsers, Subbrands, and Driver Roles Linking Brands -- The Brand Relationship Spectrum A House of Brands Endorsed Brands Subbrands A Branded House Selecting the Right Position in the Brand Relationship Spectrum Chapter 3. Inputs to Brand Portfolio Decisions Microsoft Citigroup Market Forces and Dynamics Business Strategy Brand Equities and Identities The Brand Portfolio Audit Managing the Brand Portfolio Part II. Creating Relevance, Differentiation, and Energy Chapter 4. Brand Relevance PowerBar What Is Relevance? Strategies to Create or Maintain Relevance Relevance vs. Stick to Your Knitting Chapter 5. Energizing and Differentiating the Brand Sony Differentiating and Energizing a Brand Branded Differentiators Branded Energizers Managing Branded Differentiators and Energizers Chapter 6. Accessing Strategic Assets: Brand Alliances Ford Explorer Eddie Bauer Edition Co-Master Branded Offerings External Branded Differentiators External Branded Energizers Tactical Brand Alliances Developing Effective Brand Alliances Part III. Leveraging Brand Assets Chapter 7. Leveraging the Brand into New Product-Markets Dove Leveraging the Brand into New Offerings Will the Brand Enhance the Extension? Will the Extension Enhance the Brand? Is There a Compelling Need for a New Brand? Putting Extension Risks into Perspective Creating Range Brand Platforms Chapter 8. Participating in Upscale and Value Markets GE Appliances Marriott The Vertical Brand Extension Moving the Brand Down Moving a Brand Up Part IV. Bringing Focus and Clarity to the Brand Portfolio Chapter 9. Leveraging the Corporate Brand Dell United Parcel Service (UPS) The Corporate Brand Why Leverage the Corporate Brand? Challenges in Managing the Corporate Brand Endorser Role Changing the Corporate Brand Name Chapter 10. Toward Focus and Clarity Unilever Ford vs. BMW Too Many Brands? Too Many Product Variants: Decision Fatigue Strategic Brand Consolidation Epilogue: Brand Portfolio Strategy -- 20 Takeaways Notes Index

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