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Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage, and Clarity [Englisch] [Gebundene Ausgabe]

David A. Aaker
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Kurzbeschreibung

6. April 2004
In this long-awaited book from the world's premier brand expert and author of the seminal work Building Strong Brands, David Aaker shows managers how to construct a brand portfolio strategy that will support a company's business strategy and create relevance, differentiation, energy, leverage, and clarity. Building on case studies of world-class brands such as Dell, Disney, Microsoft, Sony, Dove, Intel, CitiGroup, and PowerBar, Aaker demonstrates how powerful, cohesive brand strategies have enabled managers to revitalize brands, support business growth, and create discipline in confused, bloated portfolios of master brands, subbrands, endorser brands, co-brands, and brand extensions.
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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Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage, and Clarity + Building Strong Brands + Brand Leadership
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  • Brand Leadership EUR 10,80

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Produktinformation

  • Gebundene Ausgabe: 368 Seiten
  • Verlag: Free Press (6. April 2004)
  • Sprache: Englisch
  • ISBN-10: 0743249380
  • ISBN-13: 978-0743249386
  • Größe und/oder Gewicht: 23,6 x 16,1 x 3,1 cm
  • Durchschnittliche Kundenbewertung: 5.0 von 5 Sternen  Alle Rezensionen anzeigen (1 Kundenrezension)
  • Amazon Bestseller-Rang: Nr. 68.306 in Fremdsprachige Bücher (Siehe Top 100 in Fremdsprachige Bücher)
  • Komplettes Inhaltsverzeichnis ansehen

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Produktbeschreibungen

Pressestimmen

Bernhard Eggli Managing Director, Head of Brand Management, UBS There's no authority on branding to equal David Aaker, and here he shows again his weight of experience and keenness of insight. This is a thoughtful exploration of how to structure, manage, and extend a brand portfolio for maximum value. The passages on how to energize and differentiate a brand are especially illuminating. Excellent.

Sam Hill President, Helios Consulting; former Vice Chairman, DMB&B Brand portfolio optimization will be the value-creating management approach of the next decade, and will change the way we do business as fundamentally as has business process reengineering or six sigma. Dr. Aaker has written a simple and pragmatic guidebook that will be tremendously useful to strategists. He has almost single-handedly transformed branding from an art into a science, and no one is better qualified to lead the discussion on brand portfolio strategy.

Anil Menon Vice President, Corporate Brand Strategy & Worldwide Market Intelligence, IBM Corporation Effective branding is a mission-critical business priority. And, as product-markets increasingly commoditize, a clear brand strategy can offer a path to competitive differentiation, particularly for B2B companies. Professor Aaker is at his brilliant best in this book with clear advice on how to make brands 'real' in the daily life of an organization and relevant in the marketplace.

Philip Kotler Professor of International Marketing, Kellogg School of Management, Northwestern University Brand Portfolio Strategy is a 'must' read for any company saddled with brands whose roles and relationships go begging for clarification and wiser direction. David Aaker, our most original conceptual thinker on branding, has again pushed brand management into exciting new territory.

John Elkins, EVP, Global Brand, Marketing & Corporate Relations, Visa International With timely insight, Aaker shows how to use portfolio tools to help firms address the strategic challenge of staying relevant and differentiated in dynamic markets.

Anna Catalano Group Vice President, Marketing, BP Aaker's epilogue of 20 takeaways should be a bible for all brand managers who want to drive business success.

Peter Sealey Ph.D., former Chief Marketing Officer, The Coca-Cola Company Brand Portfolio Strategy hits the mark dead center into the most relevant and hotly debated topic in marketing today. Aaker builds on his previous trilogy of seminal branding books with his best offering yet -- a great strategic and practical read.

Synopsis

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 l

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During the 1990s, Intel achieved remarkable success in terms of increase in sales, stock return, and market capitalization. Lesen Sie die erste Seite
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5.0 von 5 Sternen Viele Marken managen? Aakers Buch sagt wie! 27. Mai 2005
Von Prof. Dr. Karsten Kilian VINE-PRODUKTTESTER
Format:Gebundene Ausgabe
4 Jahre sind seit Aakers letztem Markenbuch „Brand Leadership" vergangen. Mit Markenportfolios hat sich der Altmeister der Markenführung wieder einem spannenden Markenthema angenommen ... und erneut ein praxisorientiertes Markenfachbuch verfasst, dass das Zeug zum Markenklassiker hat! In „Brand Portfolio Strategy" zeigt Aaker, wie man den (zu) vielen Marken im eigenen Unternehmen wieder Herr wird und diese gewinnmaximierend einsetzt, indem man ihnen unterschiedliche, zur jeweiligen Marke passende Rollen innerhalb des Markenportfolios zuordnet.
Seine 3 bisherigen Markenbücher „Managing Brand Equity" (1991), „Building Strong Brands" (1995) und „Brand Leadership" (2000, dt. Ausg. 2001), die mittlerweile zur Standardliteratur vieler Markenexperten gehören, bauen systematisch aufeinander auf und werden durch „Brand Portfolio Strategy" ideal ergänzt. Die von ihm entwickelte Markenportfoliostrategie beschreibt er auf sprachlich höchstem Niveau, anschaulich und klar. Er bezieht sich bei seinen Ausführungen zum einen auf die von ihm geschaffenen begrifflichen Grundlagen wie z.B. "Silver Bullets" und knüpft damit nahtlos an seine bisherigen Veröffentlichungen an. Zum anderen greift er immer wieder aktuelle Forschungsergebnisse auf und integriert diese in seine Ausführungen und zur Begründung seiner Empfehlungen. Zur Veranschaulichung möglicher Markenrollen wie "Branded Differntiators", "Token Endorsers" und "Branded Energizers" zieht Aaker unzählige Beispiele bekannter, meist US-amerikanischer Marken heran, die als Einleitung zum jeweiligen Themengebiet am Anfang des Kapitels ausführlich dargestellt werden.
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5.0 von 5 Sternen Aaker's Greatest Achievement Thus Far 18. März 2004
Von Robert Morris - Veröffentlicht auf Amazon.com
Format:Gebundene Ausgabe
Aaker has earned and deserves his renown as an expert on branding. Perhaps you have read one or more of his previous books: Managing Brand Equity (1991), Building Strong Brands (1995), Developing Business Strategies (1998), Brand Leadership (with Eric Joachimsthaler, 2000), and Strategic Market Management (2001). In my opinion Brand Portfolio Strategy is Aaaker's most important work thus far. One of the most popular recent buzz words is "portfolio" which, insofar as strategy is concerned, is best understood in terms of diversity which creates or allows for options and opportunities otherwise unavailable. According to Aaker, the brand portfolio strategy "provides the structure and discipline needed to have successful business strategy. A brand portfolio strategy which is confused and incoherent can handicap and sometimes doom a business strategy. One that fosters organizational and market strategies, creates relevant. differentiated and energized brand assets, and leverage es those brand assets, on the other hand, will. support and enable business strategy." The brand portfolio strategy which Aaker advocates, therefore, creates relevance, differentiation, energy, leverage, and clarity.
There is a diagram inside the front and back covers of this book which illustrates precisely what such a strategy involves, and, what the various relationships are between and among its various components. (As I read this book, I found it helpful to refer back to the diagram occasionally as I would to a map throughout a journey. The same diagram also appears on page 17.) I appreciate the fact that Aaker illustrates each of his core concepts by examining various corporations' successes and failures with a brand portfolio strategy, notably Intel, Disney, Microsoft, Citigroup, SONY, Dove, GE Appliances, Dell, and Unilever.
After having read the previous sentence, decision-makers in small-to-midsize companies may conclude that the brand portfolio strategy offers little (if any) value to them. That would be a mistake and I apologize if I inadvertently encourage anyone to reach that conclusion. Aaker's quotation of a remark by Frank Lloyd Wright seems (to me) relevant both to the brand portfolio and to almost every organization, regardless of size of nature: "Always design [or redesign] a thing by considering it in its next larger context -- a chair in a room, a room in a house, a house in an environment, and environment in a city plan." That is as true for a family-owned automotive repair shop as it is for General Motors.
One of this book's several value-added benefits consists of dozens of quotations such as Wright's which provide Aaker's narrative with tasty seasoning while helping him to clarify his key points. Here are some other quotations which I especially appreciate:
"Beware of all enterprises which require new clothes." Henry David Thoreau
"Plans are nothing, planning is everything." Dwight Eisenhower
(Eisenhower's observation reminded me of a Hebrew aphorism: "Man plans and then God howls with laughter.")
"The best way to predict the future is to invent it." Alan Kay
"You do not merely want to be considered just the best of the best. You want to be considered the only one who does what you do." Jerry Garcia
Whatever their size and nature may be, all organizations really do need to position themselves so as to be perceived in the marketplace as having relevance, differentiation, energy, leverage, and clarity. In this brilliant book, Aaker explains HOW to accomplish that. Those who share my high regard for this book are urged to check out Harvard Business Review on Brand Management, Kaplan and Norton's The Strategy-Focused Organization, Godin's The Purple Cow, Finzel's Change Is Like a Slinky.
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3.0 von 5 Sternen Not As Good As Aaker's Previous (or First) books on Branding 20. April 2004
Von Ein Kunde - Veröffentlicht auf Amazon.com
Format:Gebundene Ausgabe
The book is overly filled with newly-invented jargons such as Brand Differentiator, Brand Relevance, Range Brand, Sub-brand with Brand Differentiator, which can make readers overwhelmed with decoding the content.
A responsible writer on Branding should help readers simplify the complex and make it easy for them to know the true picture of branding.
This book is not entirely new. About 20% of the content(I would say more than the author admitted in the Preface) is based on Aaker's old books like Brand Equity, Building Brand Identity, and Brand Leadership. Examples are predictable and have been used before in his old books, mostly including Intel, Marriott, and the like. The cases drawn for this book can be very biased since Intel, Sony, Microsoft, Dove and so forth are world-class,big budget brands. Of course they have the know-how and abundant resources to build successful brands. Aaker should quote some medium or low budget brand cases that turn themselves into successful brands.
As a Vice-Chairman of Prophet, a brand consultancy, readers may worry about Aaker's (not just a Brand/Marketing Professor from Berkeley now!) objectivity in examples selections as well.
Besides, the Clients that Prophet serve are mostly not the world-class brands(except just one or two, like Adidas). This may reduce the credibility of Aaker as a branding expert in the first place since he wrote about the world-class brands, not really building the world-class brands himself or with his colleagues.
There is a tendency for authors to rush out new books these days. In fact, quality does count. For authors who have been preaching the importance of good quality in the branding process, they should walk the talk themselves!
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5.0 von 5 Sternen Indispensible 14. Mai 2007
Von Huijskes - Veröffentlicht auf Amazon.com
Format:Gebundene Ausgabe
David Aaker might be the Kottler of brand strategy. Brand strategy is not an exact science. Aaker can't change that. But he does give the field a profound and comprehensive set of definitions, that makes the development process of a portfolio strategy a transparent one for al involved.
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3.0 von 5 Sternen The Brand Argument GrowsThinner 24. Februar 2006
Von Tomas Hrivnak - Veröffentlicht auf Amazon.com
Format:Gebundene Ausgabe
In fact, after Building Strong Brands, Brand Portfolio strategy has been a big disappointment for me. The book failed to deliver practically on all of the dimensions from the title: it is not very relevant, it definitely doesn't energize the reader, doesn't offer much inspiration for brand leverage and clarity of writing also isn't one of its virtues. Well, it IS different - perhaps just becasue there are not very many texts on the issue. Not a big help for practical brand management, I'm afraid.
4.0 von 5 Sternen Very good. 17. Oktober 2013
Von cyril thottam - Veröffentlicht auf Amazon.com
Format:Gebundene Ausgabe|Verifizierter Kauf
Excellent discussion of brand building within a large corporate portfolio. All of David Aaker's books are worth reading if you are interested in marketing / branding.
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