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1 of 1 people found the following review helpful
5.0 out of 5 stars All-encompassing brand manager's bible outlines every aspect of portfolio strategy, 14 July 2011
By 
Rolf Dobelli "getAbstract" (Switzerland) - See all my reviews
(TOP 1000 REVIEWER)    (REAL NAME)   
This review is from: Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage and Clarity (Hardcover)
The online availability and accessibility of products has commoditized almost every offering or service imaginable. This global phenomenon makes it increasingly necessary for companies to differentiate their products through branding. Although branding expert David A. Aaker wrote this classic book in 2004, its premises are still relevant. Aaker's treatment of the complexities of brand portfolio management, while somewhat dry, is easy to follow and assimilate. In his fourth guide to brand portfolio management, he deftly uses case studies by brand powerhouses such as Disney, General Electric and Toyota to underscore the crucial issues facing brand strategists. While most solid marketing or branding books offer kindred messages, getAbstract considers Aaker's work an essential read for anyone in marketing and brand management. Study it, and post his "Brand Portfolio Strategy" chart and "20 Takeaways" where you can refer to them often.
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15 of 18 people found the following review helpful
4.0 out of 5 stars Aaker on form, 2 Jun. 2004
This review is from: Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage and Clarity (Hardcover)
I first came across one of David Aaker's books as a graduate student in Mass Communications in 1989. His books have long been seen as the definitive marketing and branding texts, and this one is no exception.
Basing his work on the contention that bringing a brand-based perspective to business issues is critical, Aaker this time focuses on the brand portfolio. While the book is for companies of all sizes and at all lifecycle stages, it is probably most relevant to more established - even mature businesses -- where how the brand portfolio is managed and built can make a dramatic difference to the bottom line.
Aaker's case material is generally spot on -- cross-industry and international: Sony, Disney, BMW, Mini and Miu Miu to name just of few his examples. Backed by step-by-step advice, the cases are readable, applicable, and reflect Aaker's strong academic and professional affiliations. They should go along way towards helping business managers identify and get to grips with a pretty exhaustive set of portfolio management challenges like what to do with cluttered, newly acquired or irrelevant brands, re-energising tired brands, managing sub-brands, and creating differentiated or premium brands.
This may be Aaker's 12th book, but the good material just keeps coming. Like my graduate school text of 25 years ago, Brand Portfolio Management is very much a book for its time. Brand's impact on business results continues to grow: today it's senior execs as much as marketers who determine how a brand is managed, and who better than Aaker to provide the instruction.
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