Brand Portfolio Strategy

Brand Portfolio Strategy

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Aaker, David A. The Free Press, 2004
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IN THIS SUMMARY

Many firms create a brand strategy in order to inject structure and discipline into their business, but they may end up creating confusion, because the portfolio they devise is disjointed. In Brand Portfolio Strategy, David A. Aaker details how to design a coherent brand strategy that fosters organizational and market synergies, creating relevant, differentiated, and energized brand assets. Before any person or any company can go on a journey, they must know where they are and where they want to go. For many mangers the hiring process is frustrating. Developing Brand Portfolio Strategy involves managing six dimensions-brand portfolio, product-defining roles, portfolio roles, brand scope, portfolio structure, and portfolio graphics. The brand portfolio will help managers foster synergy by creating brand visibility, reinforcing associations, and creating cost efficiencies.