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

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

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...