Description 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 ho.
Description 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
