Brand portfolio management strategies: Hybrids, heavenly beds and purple ketchup

David Aaker

Brand guru David Aaker describes and illustrates the five key concepts that underpin the building of brand portfolio strategy.

Brand equity & strength
Brand growth
Brand management

Hybrids, Heavenly Beds And Purple Ketchup

David Aaker Prophet

From time to time all companies need a refresher course in brand portfolio management. Strategies slip for any number of reasons: the number of silos in the organisation, changing staff...

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