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Branding guru Aaker shows how to eliminate the competition and become the lead brand in your market. This ground-breaking book defines the concept of brand relevance using dozens of case studies -Prius, Whole Foods, Westin, iPad and more- and explains how brand relevance drives market dynamics, which generates opportunities for your brand and threats for the competition. Bron : http://www.bol.com

Brand name products. --- Branding (Marketing). --- Technological innovations. --- Branding (Marketing) --- Brand name products --- Technological innovations --- 658.81.1 --- Breakthroughs, Technological --- Innovations, Industrial --- Innovations, Technological --- Technical innovations --- Technological breakthroughs --- Technological change --- Creative ability in technology --- Inventions --- Domestication of technology --- Innovation relay centers --- Research, Industrial --- Technology transfer --- Brand names --- Branded merchandise --- Merchandise, Branded --- Name brand products --- Business names --- Commercial products --- Trademarks --- Marketing --- Advertising --- Product management. Brand management --- Merkstrategieën --- Merkbeleid --- Branding --- Merken --- Marketingstrategieën --- Merkstrategie --- Merk --- Marketingstrategie

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Marketing --- Strategic planning --- Goal setting (Strategic planning) --- Planning, Strategic --- Strategic intent (Strategic planning) --- Strategic management --- Planning --- Business planning --- Strategic planning.

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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.

Brand name products --- Branding (Marketing). --- Management. --- Marketing. --- Planning. --- Valuation --- merkartikelen --- Product strategy --- productstrategie --- merkimago --- merken --- Branding (Marketing) --- 658.81.1 --- Brand names --- Branded merchandise --- Merchandise, Branded --- Name brand products --- Business names --- Commercial products --- Trademarks --- Marketing --- Advertising --- Management --- Planning --- Valuation&delete& --- Product management. Brand management --- Reclame --- Merkbeleid --- Merken --- Merkstrategieën --- Database marketing --- Marketingstrategieën --- Merk --- Merkstrategie --- Marketingstrategie

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III, 322 p.

Strategisch marktmanagement. --- Marketing --- Management --- Strategisch management --- Strategievorming --- Marketingstrategieën --- Marketingstrategie --- Kostenbeheersing

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Marketing --- Management --- Management. --- Marketing - Management