Brand combination strategy

Author: Ake
Publisher:
Publish Date: 2005-05-01
Features: Professor Ake, the authority in brand research, argues that every brand in a brand portfolio must have a clear role and reinforce and support other brands in the portfolio, which significantly impacts the company's profitability. Brand Portfolio Strategy is not only suitable for brand managers but also greatly beneficial for managers concerned with shareholder interests. David Ake is an authority in the field of brand research, and in this book, he once again demonstrates his rich experience and sharp insights. This book is a distillation of wisdom on how to structure, manage, and extend brand assets to maximize their value. The content on how to make brands more concise and differentiated is particularly inspiring. In short, it is an excellent book! —Bernard Egli, UBS Managing Director and Head of Brand Management
In this highly anticipated book, the author—David Ake, the renowned global brand expert and author of Building Strong Brands—shows managers how to develop a brand portfolio strategy that supports the overall corporate strategy and creates relevance, differentiation, vitality, balance, and clarity. Through case studies of world-class brands such as Dell, Disney, Microsoft, Sony, Dove, Intel, Citigroup, and Power-Bar, Ake introduces how strong, cohesive brand strategies can help managers organize the main brands, sub-brands, umbrella brands, co-brands, and brand extensions when they become confusing or bloated. When facing the following situations, Professor Ake offers his insights: brands are not fully utilized; corporate strategy is at risk due to a lack of a solid brand platform; the emergence of new product subcategories threatens relevance; corporate brands feel dull; strategic execution is paralyzed due to a lack of prioritization; customers and employees are confused about the brand; when the company decides to extend into premium or low-end markets; and profit pressure urgently demands differentiation.