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12 Sep David Aaker discusses 10 guidelines for the creation of effective brand portfolio strategies from his most recent book, Brand Portfolio Strategy. 20 Jun Too many brands in a portfolio makes companies vulnerable to more focused competition. Learn 3 steps to clean up brand portfolio strategy. Only then should marketers move to increase the portfolio's value by making strategic decisions on the restructuring, acquisition, divestiture, or launch of brands.
Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage, and Clarity [David A. Aaker] on *FREE* shipping on qualifying. Articulate the business strategy going forward, including the target product markets The core challenge is to manage the brand portfolio so that it results in . 8 Dec A tutorial workshop on the best practices in brand portfolio strategy prepared for and facilitated on behalf of The Institute for the Study of.
21 Mar BRAND PORTFOLIO STRATEGY KELLOG ON BRANDING PAGE BRAND PORTFOLIO STRATEGY Building a single brand is a challenge. Brand Portfolio Strategy and Firm. Performance. Most large firms operating in consumer markets own and market more than one brand (i.e., they have a brand. The brand portfolio must be considered during brand strategy decisions such as whether to introduce or phase out brands and sub-brands, extend a brand into.