Brand Portfolio Strategy
Creating Relevance, Differentiation, Energy, Leverage, and Clarity
by:
David A. Aaker
Summary:
The book provides insights into managing a portfolio of brands effectively, emphasizing the importance of creating relevance and differentiation among brands to ensure market success. It offers strategies for infusing brands with energy, leveraging brand assets to maximize their value, and maintaining clarity to ensure that each brand's message resonates with its intended audience.
Key points:
1. Brand Portfolio Strategy: Manage multiple brands together to cover the whole market and meet different customer needs without confusing or weakening brand identities.
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