Brand portfolio strategy

David A. Aaker

An organisation's brands should work together to enable and support business strategies. The brand portfolio strategy specifies the structure of the brand portfolio and the scope, roles, and interrelationships of the portfolio brands.

Brand portfolio strategy

David A. Aaker

The brand portfolio strategy specifies the structure of the brand portfolio and the scope, roles, and interrelationships of the portfolio brands. Its goal is to create synergy, leverage and clarity within the portfolio,...

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