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Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage, and Clarity, by David A. Aaker
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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 how powerful, cohesive brand strategies have enabled managers to revitalize brands, support business growth, and create discipline in confused, bloated portfolios of master brands, subbrands, endorser brands, co-brands, and brand extensions.
Aaker offers readers step-by-step advice on what to do when confronting scenarios such as the following:
• Brands are underleveraged
• The business strategy is at risk because of inadequate brand platforms
• The business faces a relevance threat caused by emerging subcategories
• The firm's brands are tired and bland
• Strategy is paralyzed by a lack of priority among the brands
• Brands are cluttered and confusing to both customers and employees
• The firm needs to move into the super-premium or value arenas to create margin or sales volume
• Margin pressures require points of differentiation
Renowned brand guru Aaker demonstrates that assuring that each brand in the portfolio has a clear role and actively reinforces and supports the other portfolio brands will profoundly affect the firm's profitability. Brand Portfolio Strategy is required reading not only for brand managers but for all managers with bottom-line responsibility to their shareholders.
- Sales Rank: #155515 in Books
- Published on: 2004-04-06
- Released on: 2004-04-06
- Original language: English
- Number of items: 1
- Dimensions: 9.00" h x 1.10" w x 6.00" l, 1.17 pounds
- Binding: Hardcover
- 368 pages
- ISBN13: 9780743249386
- Notes: 100% Satisfaction Guarantee. Tracking provided on most orders. Buy with Confidence! Millions of books sold!
From Publishers Weekly
Corporations may legally be considered persons, but to promote their individuality to consumers, they need a brand—and a strategy. This intriguing marketing treatise teaches companies how to understand and exploit the finely graded social system that brands inhabit in the marketplace. Projecting both "personality elements" and "emotional and self-expressive" qualities onto brands, customers are skeptical of parvenu brands that try to move up into super premium markets, contemptuous of brands that move down into "value" markets, and uneasy about brands that associate with less reputable labels. To help businesspeople sort through and capitalize on such perceptual niceties, Aaker, a consultant, professor and author of Building Strong Brands, plots out a complicated taxonomy of master brands, subbrands, endorser brands, brand alliances, branded energizers, silver bullet brands, cash cow brands and "fighter" brands (the latter protect more important brands from being sullied by competition with lesser brands). Aaker encourages companies to think of their brands as members of a football team, each with a well-defined role to play, and offers a wealth of case studies and exercises to help managers decide how to handle their portfolios. Aaker’s readable prose imparts real substance to these concepts, and provides insight into such issues as how to clarify a confusing assortment of brands, differentiate a company’s brands from its competitors’, introduce a new brand or kill off an old one. While the book is aimed at marketing executives, who will glean much practical advice from it, interested lay readers will find it a revealing insider’s look at how the business world conceives of and manipulates consumer psychology.
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.
Review
Bernhard Eggli Managing Director, Head of Brand Management, UBS There's no authority on branding to equal David Aaker, and here he shows again his weight of experience and keenness of insight. This is a thoughtful exploration of how to structure, manage, and extend a brand portfolio for maximum value. The passages on how to energize and differentiate a brand are especially illuminating. Excellent.
Sam Hill President, Helios Consulting; former Vice Chairman, DMB&B Brand portfolio optimization will be the value-creating management approach of the next decade, and will change the way we do business as fundamentally as has business process reengineering or six sigma. Dr. Aaker has written a simple and pragmatic guidebook that will be tremendously useful to strategists. He has almost single-handedly transformed branding from an art into a science, and no one is better qualified to lead the discussion on brand portfolio strategy.
Anil Menon Vice President, Corporate Brand Strategy & Worldwide Market Intelligence, IBM Corporation Effective branding is a mission-critical business priority. And, as product-markets increasingly commoditize, a clear brand strategy can offer a path to competitive differentiation, particularly for B2B companies. Professor Aaker is at his brilliant best in this book with clear advice on how to make brands 'real' in the daily life of an organization and relevant in the marketplace.
Philip Kotler Professor of International Marketing, Kellogg School of Management, Northwestern University Brand Portfolio Strategy is a 'must' read for any company saddled with brands whose roles and relationships go begging for clarification and wiser direction. David Aaker, our most original conceptual thinker on branding, has again pushed brand management into exciting new territory.
John Elkins, EVP, Global Brand, Marketing & Corporate Relations, Visa International With timely insight, Aaker shows how to use portfolio tools to help firms address the strategic challenge of staying relevant and differentiated in dynamic markets.
Anna Catalano Group Vice President, Marketing, BP Aaker's epilogue of 20 takeaways should be a bible for all brand managers who want to drive business success.
Peter Sealey Ph.D., former Chief Marketing Officer, The Coca-Cola Company Brand Portfolio Strategy hits the mark dead center into the most relevant and hotly debated topic in marketing today. Aaker builds on his previous trilogy of seminal branding books with his best offering yet -- a great strategic and practical read.
About the Author
David A. Aaker is the Vice-Chairman of Prophet, Professor Emeritus of Marketing Strategy at the Haas School of Business, University of California at Berkeley, Advisor to Dentsu, Inc., and a recognized authority on brands and brand management. The winner of the Paul D. Converse Award for outstanding contributions to the development of the science of marketing and the Vijay Mahajan Award for Career Contributions to Marketing Strategy, he has published more than ninety articles and eleven books, including Strategic Market Management, Managing Brand Equity, Building Strong Brands, and Brand Leadership (co-authored with Eric Joachimsthaler).
Most helpful customer reviews
0 of 0 people found the following review helpful.
Great for someone like me who has no exposure to ...
By Amazon Customer
Great for someone like me who has no exposure to marketing to understand the basics. I love the examples and case studies.
0 of 0 people found the following review helpful.
Excellent investment of time and money
By James Gallagher
As brands assume roles equal to or more important than the actual products, keeping them dynamic and relevent becomes ever more crucial for business performance. Yet that challenge is becoming more complex as brands proliferate, cluttering brand porfolios and diluting brand equities.
In this book, Aaker builds a framework for understanding the key issues in brand management based on analysis of common initiatives taken by leading companies. It takes a theoretical approach, but it is based in real world examples that make it easy to follow.
I found the section on brand extensions very useful. For example, when considering a brand extensions, should the existing brand be leveraged, simply using a descriptor to define the offering; or should a new sub-brand created...if so, which will play the greater role in defining the offering and driving purchase -- the subbrand or the master?
These are the sorts of issues brand managers and strategists face on a daily basis so Aaker's exporation of these issues is very useful.
"Brand Portfolio Strategy" is not in the category of "brand enlightenment" tales, like Scott Bedbury's "A new brand world". It takes time to get through, can be rather dry.... but overall I found it an excellent investment of time and money.
22 of 24 people found the following review helpful.
Aaker's Greatest Achievement Thus Far
By Robert Morris
Aaker has earned and deserves his renown as an expert on branding. Perhaps you have read one or more of his previous books: Managing Brand Equity (1991), Building Strong Brands (1995), Developing Business Strategies (1998), Brand Leadership (with Eric Joachimsthaler, 2000), and Strategic Market Management (2001). In my opinion Brand Portfolio Strategy is Aaaker's most important work thus far. One of the most popular recent buzz words is "portfolio" which, insofar as strategy is concerned, is best understood in terms of diversity which creates or allows for options and opportunities otherwise unavailable. According to Aaker, the brand portfolio strategy "provides the structure and discipline needed to have successful business strategy. A brand portfolio strategy which is confused and incoherent can handicap and sometimes doom a business strategy. One that fosters organizational and market strategies, creates relevant. differentiated and energized brand assets, and leverage es those brand assets, on the other hand, will. support and enable business strategy." The brand portfolio strategy which Aaker advocates, therefore, creates relevance, differentiation, energy, leverage, and clarity.
There is a diagram inside the front and back covers of this book which illustrates precisely what such a strategy involves, and, what the various relationships are between and among its various components. (As I read this book, I found it helpful to refer back to the diagram occasionally as I would to a map throughout a journey. The same diagram also appears on page 17.) I appreciate the fact that Aaker illustrates each of his core concepts by examining various corporations' successes and failures with a brand portfolio strategy, notably Intel, Disney, Microsoft, Citigroup, SONY, Dove, GE Appliances, Dell, and Unilever.
After having read the previous sentence, decision-makers in small-to-midsize companies may conclude that the brand portfolio strategy offers little (if any) value to them. That would be a mistake and I apologize if I inadvertently encourage anyone to reach that conclusion. Aaker's quotation of a remark by Frank Lloyd Wright seems (to me) relevant both to the brand portfolio and to almost every organization, regardless of size of nature: "Always design [or redesign] a thing by considering it in its next larger context -- a chair in a room, a room in a house, a house in an environment, and environment in a city plan." That is as true for a family-owned automotive repair shop as it is for General Motors.
One of this book's several value-added benefits consists of dozens of quotations such as Wright's which provide Aaker's narrative with tasty seasoning while helping him to clarify his key points. Here are some other quotations which I especially appreciate:
"Beware of all enterprises which require new clothes." Henry David Thoreau
"Plans are nothing, planning is everything." Dwight Eisenhower
(Eisenhower's observation reminded me of a Hebrew aphorism: "Man plans and then God howls with laughter.")
"The best way to predict the future is to invent it." Alan Kay
"You do not merely want to be considered just the best of the best. You want to be considered the only one who does what you do." Jerry Garcia
Whatever their size and nature may be, all organizations really do need to position themselves so as to be perceived in the marketplace as having relevance, differentiation, energy, leverage, and clarity. In this brilliant book, Aaker explains HOW to accomplish that. Those who share my high regard for this book are urged to check out Harvard Business Review on Brand Management, Kaplan and Norton's The Strategy-Focused Organization, Godin's The Purple Cow, Finzel's Change Is Like a Slinky.
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