Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage and ClarityBy CIOinsight | Posted 03-01-2004
Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage and ClarityBy David A. Aaker
Free Press, April 2004
368 pages, $28
When most technology managers think about their brand strategyif they think about it allit 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 companiesDell, Hewlett-Packard, Microsoft, Sony and the aforementioned Intelare featured prominently.