Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage and Clarity

Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage
and Clarity

By David A. Aaker
Free Press, April 2004
368 pages, $28

When most technology managers think about their brand strategy—if they think about it all—it is in terms of their strongest brand. And while it is certainly true that Intel, for example, is a brand, so too are the company’s Centrino, Pentium and Dialogic lines. Here consultant Aaker provides a primer not only on how to manage your brands but also on how they can work together for maximum competitive advantage. While there are case studies on all types of products, technology companies—Dell, Hewlett-Packard, Microsoft, Sony and the aforementioned Intel—are featured prominently.

CIO Insight Staff
CIO Insight Staff
CIO Insight offers thought leadership and best practices in the IT security and management industry while providing expert recommendations on software solutions for IT leaders. It is the trusted resource for security professionals who need network monitoring technology and solutions to maintain regulatory compliance for their teams and organizations.

Get the Free Newsletter!

Subscribe to Daily Tech Insider for top news, trends, and analysis.

Latest Articles