Summary of Brand Portfolio Strategy

Creating Relevance, Differentiation, Energy, Leverage, and Clarity

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Brand Portfolio Strategy book summary
This brand manager’s bible covers every aspect of portfolio strategy.


8 Overall

9 Applicability

7 Innovation

7 Style


The online availability and accessibility of products has commoditized almost every offering or service imaginable. This global phenomenon makes it increasingly necessary for companies to differentiate their products through branding. Although branding expert David A. Aaker wrote this classic book in 2004, its premises are still relevant. Aaker’s treatment of the complexities of brand portfolio management, while somewhat dry, is easy to follow and assimilate. In his fourth guide to brand portfolio management, he deftly uses case studies by brand powerhouses such as Disney, General Electric and Toyota to underscore the crucial issues facing brand strategists. While most solid marketing or branding books offer kindred messages, getAbstract considers Aaker’s work an essential read for anyone in marketing and brand management. Study it, and post his “Brand Portfolio Strategy” chart and “20 Takeaways” where you can refer to them often.

In this summary, you will learn

  • How to use and understand the basics of “brand portfolio strategy”
  • How to generate brand “relevance, differentiation and energy”
  • How to leverage your brand across product categories, markets and platforms


The ABCs of Brand Portfolios
If your company has more than one brand, you need a “brand portfolio strategy” to organize your brands’ structure and their “scope, roles and interrelationships.” Creating and implementing a successful business strategy requires managing your brand portfolio...
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About the Author

David A. Aaker’s previous books include Managing Brand Equity, Building Strong Brands and Brand Leadership. Aaker is the vice chairman of Prophet, a brand and marketing consultancy, and a professor emeritus at the University of California.

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