Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage, and Clarity

In this highly anticipated work from a leading brand expert, managers learn to develop a brand portfolio strategy that aligns with business objectives, fostering relevance, differentiation, energy, leverage, and clarity. Through case studies of iconic brands like Dell, Disney, and Microsoft, the author illustrates how cohesive brand strategies can revitalize brands, promote business growth, and streamline complex portfolios of master brands, subbrands, and extensions. Step-by-step guidance is provided for various scenarios, including underleveraged brands, inadequate brand platforms threatening business strategy, and the need for differentiation amid margin pressures. Aaker emphasizes the importance of ensuring each brand in the portfolio has a distinct role that supports and enhances the others, ultimately impacting profitability. This book is essential reading not only for brand managers but for all managers responsible for delivering results to shareholders.