Author | Aaker, David A |
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Title | Brand portfolio strategy : creating relevance, differentiation, energy, leverage, and clarity / David A. Aaker |
Imprint | New York : Free Press, c2004 |
Descript | xviii, 348 p. : ill. ; 24 cm |
Brand portfolio strategy -- The brand relationship spectrum -- Inputs to brand portfolio decisions -- Brand relevance -- Energizing and differentiating the brand -- Accessing strategic assets : brand alliances -- Leveraging the brand into new product-markets -- Participating in upscale and value markets -- Leveraging the corporate brand -- Toward focus and clarity -- Brand portfolio strategy - 29 takeaways
LOCATION | CALL# | STATUS |
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Sasin Library | 658.827 A111B 2004 | CHECK SHELVES |
Communication Arts Library | 658.827 Ad111B 2004 | CHECK SHELVES |
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