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Auteur : David Aaker
Catégorie : Livres anglais et étrangers,Business & Investing,Management & Leadership
Broché : * pages
Éditeur : *
Langue : Français, Anglais

With the explosion of brands in today's marketplace, a mastery of brand management has become essential to successful business strategy. Faced with an increasingly complex landscape of multiple products, global reach, and dynamic markets, many companies don't know how to make the tough choices necessary to avoid the disorganized proliferation of brands and sub-brands that don't project a clear identity.Now, for the first time, David Aaker defines the structure and scope of the brand portfolio strategy firms must put in place to get the most from their brands. Cited as " the most called-upon expert on branding in the United States" by Advertising Week, Aaker shares tools and concepts for creating a well-articulated brand structure that supports strategy - replaces waste with synergy, confusion with clarity, and missed opportunities with leveraged assets. He shows how to:Keep brands relevantEnergize and differentiate brandsGrow by leveraging brand assetsParticipate in value and premium nichesFilled with fresh case studies and examples form brand portfolio strategy pioneers - such as Coke, Citibank, Sony, Hewlett-Packard, Visa and Volvo - this book is a crucial addition to the literature.

Télécharger Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage and Clarity de David Aaker Livres Pdf Epub

Brand Portfolio Strategy: Creating Relevance ~ 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.

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0743249380 - Brand Portfolio Strategy: Creating Relevance ~ Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage, and Clarity and a great selection of related books, art and collectibles available now at AbeBooks.

Brand Equity Definition - investopedia ~ Brand equity refers to the value a company gains from its name recognition when compared to a generic equivalent. Brand equity has three basic components: consumer perception, negative or positive .

Brand Relevance: Making Competitors Irrelevant: Aaker ~ Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage, and Clarity David A. Aaker. 4.2 out of 5 stars 14. Hardcover. . the brand preference battle so much as the brand relevance war with an innovative offering that achieves sustainable differentiation by creating a new category or subcategory, according to David Aaker in this book. Conversely, brands often decline .

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By David A. Aaker: Building Strong Brands: David A. Aaker ~ Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage, and Clarity David A. Aaker. 4.0 out of 5 stars 21. Paperback. $19.89. Building a StoryBrand: Clarify Your Message So Customers Will Listen Donald Miller. 4.7 out of 5 stars 1,338 # 1 Best Seller in Product Management. Hardcover. $17.39. Designing Brand Identity: An Essential Guide for the Whole Branding Team Alina .

Lego: How its marketing strategy made it the world's ~ The humble Lego brick is celebrating its 60th anniversary this year. Chief Marketing Officer Julia Goldin explains how the toy brand has stayed at the top of children’s wish lists, in spite of .

Leverage Definition ~ Leverage is an investment strategy of using borrowed money—specifically, the use of various financial instruments or borrowed capital—to increase the potential return of an investment.

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David A. Aaker – Wikipédia, a enciclopédia livre ~ Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage, and Clarity, 2004, ISBN 978-0743249386 Referências ↑ prophet: Biografia Arquivado em 21 de junho de 2007, no Wayback Machine ., acessado 123 de novembro de 2009

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Porter's Generic Strategies ~ Differentiation Strategy. A differentiation strategy calls for the development of a product or service that offers unique attributes that are valued by customers and that customers perceive to be better than or different from the products of the competition. The value added by the uniqueness of the product may allow the firm to charge a premium price for it. The firm hopes that the higher .

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