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Brand Portfolio Strategy
Book

Brand Portfolio Strategy

Creating Relevance, Differentiation, Energy, Leverage, and Clarity

David A. Aaker
Free Press, 2004

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Editorial Rating

8

Qualities

  • Applicable
  • Well Structured
  • Concrete Examples

Recommendation

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.

Take-Aways

  • Implementing a solid business strategy requires a sound “brand portfolio strategy.”
  • A brand portfolio strategy sets out to generate “relevance, differentiation and energy.”
  • A full strategy structures your portfolio, identifies your brands, shows the brands’ scope and how they relate, explains their market roles, and presents signature graphics.

About the Author

David A. Aaker’s previous books include Managing Brand Equity, Building Strong Brands and Brand Leadership. Aaker is the vice chairman of Prophet, a brand and marketing consultancy, and a professor emeritus at the University of California.

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