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Brand portfolio strategy : creating relevance, differentiation, energy, leverage, and clarity

Brand portfolio strategy : creating relevance, differentiation, energy, leverage, and clarity (5회 대출)

Aaker, David A.
서명 / 저자사항
Brand portfolio strategy : creating relevance, differentiation, energy, leverage, and clarity / David A. Aaker.
New York :   Free Press,   c2004.  
xviii, 348 p. : ill. ; 24 cm.
Includes bibliographical references (p. [323]-327) and index.
Brand name products -- Planning. Brand name products -- Marketing. Brand name products -- Management. Brand name products -- Valuation -- Management.
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245 1 0 ▼a Brand portfolio strategy : ▼b creating relevance, differentiation, energy, leverage, and clarity / ▼c David A. Aaker.
260 ▼a New York : ▼b Free Press, ▼c c2004.
300 ▼a xviii, 348 p. : ▼b ill. ; ▼c 24 cm.
504 ▼a Includes bibliographical references (p. [323]-327) and index.
650 0 ▼a Brand name products ▼x Planning.
650 0 ▼a Brand name products ▼x Marketing.
650 0 ▼a Brand name products ▼x Management.
650 0 ▼a Brand name products ▼x Valuation ▼x Management.
945 ▼a KINS


No. 소장처 청구기호 등록번호 도서상태 반납예정일 예약 서비스
No. 1 소장처 중앙도서관/교육보존A/6 청구기호 658.827 A111ba 등록번호 111333429 도서상태 대출가능 반납예정일 예약 서비스 B M



브랜드 분야 최고의 권위자로 불리는 데이비드 아커의 최신작으로, 비즈니스 성공을 위해 브랜드 전략을 어떻게 펴나가야 하는지를 구체적으로 제시하는 책이다. 저자는 선수의 포지션과 역할, 배치, 훈련에 따라 미식 축구 팀 전체의 성과가 달라지듯이, 기업이 보유하고 있는 브랜드들의 포지션, 역할, 자원 배분, 적합성에 따라 브랜드 파워가 결정된다고 말한다.

이 책은 모든 브랜드 전략의 궁극적인 목표인 강력한 브랜드를 구축하기 위해 그 핵심 수단으로 부상하고 있는 브랜드 포트폴리오 전략을 가장 효과적으로 활용하는 데 초점을 맞추고 있다. 이러한 명확한 목표 아래 최강의 브랜드를 만들기 위한 최적의 포트폴리오를 구성하고 관리하는 다양한 방법과 최신 트렌드를 소개한다.

The vice-chairman of Prophet Brand Strategy and author of Brand Leadership demonstrates how companies can manage their brands to develop more successful portfolios, discussing the necessary steps for creating a well-articulated brand structure, energizing brands, leveraging brand assets, and more. 35,000 first printing.

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.

정보제공 : Aladin


데이비드 아커(지은이)

브랜드 자산 관리, 전략 수립 및 경영에 관한 세계적인 권위자다. MIT 대학교를 졸업한 뒤 스탠퍼드 대학교에서 석사 및 박사 학위를 받았다. 마케팅 및 브랜드 이론과 전략을 학문적으로 체계화시키고 발전시킨 공로를 인정받아 폴 컨버스 상과 비제이 마하잔 상 등을 수상했다. 현재 미국 캘리포니아 주립대학교 하스 경영대학원의 명예 교수, 프로핏 브랜드 전략의 부회장으로 활동하고 있다. 지은 책으로 <브랜드 자산의 전략적 관리>, <데이비드 아커의 브랜드 경영>, <브랜드 리더십> 등이 있다.

정보제공 : Aladin


Contents Preface Acknowledgments Part I: What is Brand Portfolio Strategy? Chapter 1. Brand Portfolio Strategy The Intel Case What Is a Brand Portfolio Strategy? Dimensions of the Brand Portfolio Strategy Brand Portfolio Objectives Chapter 2. The Brand Relationship Spectrum The Disney Brand Family Master Brands, Endorsers, Subbrands, and Driver Roles Linking Brands -- The Brand Relationship Spectrum A House of Brands Endorsed Brands Subbrands A Branded House Selecting the Right Position in the Brand Relationship Spectrum Chapter 3. Inputs to Brand Portfolio Decisions Microsoft Citigroup Market Forces and Dynamics Business Strategy Brand Equities and Identities The Brand Portfolio Audit Managing the Brand Portfolio Part II. Creating Relevance, Differentiation, and Energy Chapter 4. Brand Relevance PowerBar What Is Relevance? Strategies to Create or Maintain Relevance Relevance vs. Stick to Your Knitting Chapter 5. Energizing and Differentiating the Brand Sony Differentiating and Energizing a Brand Branded Differentiators Branded Energizers Managing Branded Differentiators and Energizers Chapter 6. Accessing Strategic Assets: Brand Alliances Ford Explorer Eddie Bauer Edition Co-Master Branded Offerings External Branded Differentiators External Branded Energizers Tactical Brand Alliances Developing Effective Brand Alliances Part III. Leveraging Brand Assets Chapter 7. Leveraging the Brand into New Product-Markets Dove Leveraging the Brand into New Offerings Will the Brand Enhance the Extension? Will the Extension Enhance the Brand? Is There a Compelling Need for a New Brand? Putting Extension Risks into Perspective Creating Range Brand Platforms Chapter 8. Participating in Upscale and Value Markets GE Appliances Marriott The Vertical Brand Extension Moving the Brand Down Moving a Brand Up Part IV. Bringing Focus and Clarity to the Brand Portfolio Chapter 9. Leveraging the Corporate Brand Dell United Parcel Service (UPS) The Corporate Brand Why Leverage the Corporate Brand? Challenges in Managing the Corporate Brand Endorser Role Changing the Corporate Brand Name Chapter 10. Toward Focus and Clarity Unilever Ford vs. BMW Too Many Brands? Too Many Product Variants: Decision Fatigue Strategic Brand Consolidation Epilogue: Brand Portfolio Strategy -- 20 Takeaways Notes Index

정보제공 : Aladin

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