- Shopping Bag ( 0 items )
Posted July 14, 2011
All-encompassing brand manager's bible outlines every aspect of portfolio strategy
The online availability and accessibility of products has commoditized almost every offering or service imaginable. This global phenomenon makes it increasingly necessary for companies to differentiate their products through branding. Although branding expert David A. Aaker wrote this classic book in 2004, its premises are still relevant. Aaker's treatment of the complexities of brand portfolio management, while somewhat dry, is easy to follow and assimilate. In his fourth guide to brand portfolio management, he deftly uses case studies by brand powerhouses such as Disney, General Electric and Toyota to underscore the crucial issues facing brand strategists. While most solid marketing or branding books offer kindred messages, getAbstract considers Aaker's work an essential read for anyone in marketing and brand management. Study it, and post his "Brand Portfolio Strategy" chart and "20 Takeaways" where you can refer to them often.Was this review helpful? Yes NoThank you for your feedback. Report this reviewThank you, this review has been flagged.