Books > Brand Portfolio Strategy >

Excerpts

Contents

Preface

Acknowledgments

Part I: What is Brand Portfolio Strategy?

Chapter 1. Brand Portfolio Strategy

The Intel Case
What Is a Brand Portfolio Strategy?
Dimensions of the Brand Portfolio Strategy
Brand Portfolio Objectives

Chapter 2. The Brand Relationship Spectrum

The Disney Brand Family
Master Brands, Endorsers, Subbrands, and Driver Roles
Linking Brands -- The Brand Relationship Spectrum
A House of Brands
Endorsed Brands
Subbrands
A Branded House
Selecting the Right Position in the Brand Relationship Spectrum

Chapter 3. Inputs to Brand Portfolio Decisions

Microsoft
Citigroup
Market Forces and Dynamics
Business Strategy
Brand Equities and Identities
The Brand Portfolio Audit
Managing the Brand Portfolio

Part II. Creating Relevance, Differentiation, and Energy

Chapter 4. Brand Relevance

PowerBar
What Is Relevance?
Strategies to Create or Maintain Relevance
Relevance vs. Stick to Your Knitting

Chapter 5. Energizing and Differentiating the Brand

Sony
Differentiating and Energizing a Brand
Branded Differentiators
Branded Energizers
Managing Branded Differentiators and Energizers

Chapter 6. Accessing Strategic Assets: Brand Alliances

Ford Explorer Eddie Bauer Edition
Co-Master Branded Offerings
External Branded Differentiators
External Branded Energizers
Tactical Brand Alliances
Developing Effective Brand Alliances

Part III. Leveraging Brand Assets

Chapter 7. Leveraging the Brand into New Product-Markets

Dove
Leveraging the Brand into New Offerings
Will the Brand Enhance the Extension?
Will the Extension Enhance the Brand?
Is There a Compelling Need for a New Brand?
Putting Extension Risks into Perspective
Creating Range Brand Platforms

Chapter 8. Participating in Upscale and Value Markets

GE Appliances
Marriott
The Vertical Brand Extension
Moving the Brand Down
Moving a Brand Up

Part IV. Bringing Focus and Clarity to the Brand Portfolio

Chapter 9. Leveraging the Corporate Brand

Dell
United Parcel Service (UPS)
The Corporate Brand
Why Leverage the Corporate Brand?
Challenges in Managing the Corporate Brand
Endorser Role
Changing the Corporate Brand Name

Chapter 10. Toward Focus and Clarity

Unilever
Ford vs. BMW
Too Many Brands?
Too Many Product Variants: Decision Fatigue
Strategic Brand Consolidation

Epilogue: Brand Portfolio Strategy -- 20 Takeaways

Notes

Index