The brand leader on paralysed portfolios

Lewis, Elen
July 2004
Brand Strategy;Jul/Aug2004, Issue 184, p16
Trade Publication
Talks to marketing veteran David Aaker about his perspective on the world of brands and how to maintain a long-term global strategy. Views on the brand portfolio management; Marketing problems; Fundamental rules in marketing; Aaker's book that has had the biggest impact on the world of business.


Related Articles

  • Keeping it real and relevant. Lewis, Elen // Brand Strategy;Jul/Aug2004, Issue 184, p18 

    Interviews marketing veteran David Aaker about his book "Brand Portfolio Strategy" and how the business of brands has evolved during his 40-year career. Important contribution of overhauling a brand portfolio strategy to business; Companies that handle portfolio management well; Sectors that are...

  • Brand Leadership. Aaker, David A.; Joachimsthaler, Erich // Brand Leadership - Business Book Summaries;2000, Vol. 17 Issue 12, p1 

    No abstract available.

  • Marketing Briefs.  // Marketing News;2/5/1982, Vol. 15 Issue 16, p2 

    The article offers developments related to marketing in the United States. Stepherson's Big Star supermarkets in Memphis, Tennessee, created "Scan Man," a superhero for its newest store. Survey of U.S. nonfarm businesses reports an increase of 4% in the first quarter and 2.7% in the second...

  • No al camino de la preferencia. Pérez, Mar Heras // MK - Marketing más Ventas;Jul2011, Vol. 25 Issue 270, p52 

    No abstract available.

  • Brand image must match up to the product experience.  // Media Week;9/22/2009, Issue 1226, p19 

    The author discusses the different meanings of the word brand which both imply the product of choice by a consumer. One definition of brand made by Jonathan Salem Baskin who wrote the book "Branding Only Works on Cattle" described it as the management of customer behavior that lead to product...

  • Como uma onda no mar: a fluida personalidade da movimento. Maranhão de Souza Leão, André Luiz; Ianatoni Camargo, Thiago; Tavares Cavalcanti, Rodrigo César // Brazilian Business Review (Portuguese Edition);jul-set2013, Vol. 10 Issue 3, p34 

    No abstract available.

  • Brand equity is nice -- until you have to use it. Amoroso, Michael; Koves, Arthur // Marketing News;9/28/1992, Vol. 26 Issue 20, p4 

    The article discusses the concept of brand equity. Brand equity expanded its meaning and the definition now covers of all assets. David Aaker, author of "Managing Brand Equity," listed awareness, loyal customers, strong associations and perceived quality as assets. Other elements of brand equity...

  • High-tech brands begin blazing new trail. Krauss, Michael // Marketing News;3/1/2005, Vol. 39 Issue 4, p7 

    Deals with high-technology branding. Problem faced by high-technology companies with regard to branding; Comments from author David Aaker about technology branding; Suggestion of Aaker to start-up technology marketers.

  • Managing Brand Equity: Capitalizing on the Value of a Brand Name. Zinkhan, George M.; Smith, Daniel C. // Journal of Marketing;Apr92, Vol. 56 Issue 2, p125 

    The article reviews the book "Managing Brand Equity: Capitalizing on the Value of a Brand Name," by David A. Aaker.


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics