||0 of 0 people found the following review helpful.| Great for someone like me who has no exposure to ...|By Customer|Great for someone like me who has no exposure to marketing to understand the basics. I love the examples and case studies.|0 of 0 people found the following review helpful.| Order from Chaos|By Joe Andrews|Establishing clarity in a brand portfolio for a large bu|From Publishers Weekly|Corporations may legally be considered persons, but to promote their individuality to consumers, they need a brand—and a strategy. This intriguing marketing treatise teaches companies how to understand and exploit the finely graded
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, co...
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