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AuthorAaker, David A
TitleBrand 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

Brand name products -- Planning Brand name products -- Marketing Brand name products -- Management Brand name products -- Valuation -- Management

Sasin Library658.827 A111B 2004CHECK SHELVES
Communication Arts Library658.827 Ad111B 2004CHECK SHELVES

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