{"id":"https://openalex.org/W596964310","doi":null,"title":"Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage, and Clarity","display_name":"Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage, and Clarity","publication_year":2004,"publication_date":"2004-01-01","ids":{"openalex":"https://openalex.org/W596964310","mag":"596964310"},"language":"en","primary_location":{"id":"pmh:oai:aleph.bib-bvb.de:BVB01-012822438","doi":null,"is_oa":false,"landing_page_url":"http://bvbr.bib-bvb.de:8991/F?func=service&amp;doc_library=BVB01&amp;local_base=BVB01&amp;doc_number=012822438&amp;sequence=000002&amp;line_number=0001&amp;func_code=DB_RECORDS&amp;service_type=MEDIA","pdf_url":null,"source":null,"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"","raw_type":"text"},"volume":null,"type":"article","indexed_in":[],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5091527821","display_name":"David A. Aaker","orcid":null,"observed_orcids":[]},"institutions":[],"countries":[],"is_corresponding":true,"raw_author_name":"David A. Aaker","raw_affiliation_strings":[],"raw_orcid":null,"affiliations":[]}],"institutions":[],"countries_distinct_count":0,"institutions_distinct_count":0,"corresponding_author_ids":["https://openalex.org/A5091527821"],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":35.8749,"has_fulltext":false,"cited_by_count":298,"citation_normalized_percentile":{"value":0.99490042,"is_in_top_1_percent":true,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":98,"max":100},"biblio":{"volume":null,"issue":null,"first_page":null,"last_page":null},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.6435999870300293,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.6435999870300293,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10145","display_name":"Consumer Behavior in Brand Consumption and Identification","score":0.3163999915122986,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T12738","display_name":"Corporate Identity and Reputation","score":0.016599999740719795,"subfield":{"id":"https://openalex.org/subfields/1408","display_name":"Strategy and Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/brand-portfolio-strategy","display_name":"brand portfolio strategy","score":0.996999979019165},{"id":"https://openalex.org/keywords/brand-management","display_name":"brand management","score":0.5740000009536743},{"id":"https://openalex.org/keywords/brand-relevance","display_name":"brand relevance","score":0.6290000081062317},{"id":"https://openalex.org/keywords/brand-differentiation","display_name":"brand differentiation","score":0.9750000238418579},{"id":"https://openalex.org/keywords/brand-partnerships","display_name":"brand partnerships","score":0.8510000109672546},{"id":"https://openalex.org/keywords/brand-extension","display_name":"brand extension","score":0.7910000085830688},{"id":"https://openalex.org/keywords/corporate-brand","display_name":"corporate brand","score":0.6340000033378601},{"id":"https://openalex.org/keywords/brand-consolidation","display_name":"brand consolidation","score":0.6259999871253967},{"id":"https://openalex.org/keywords/brand-equity","display_name":"brand equity","score":0.628000020980835},{"id":"https://openalex.org/keywords/brand-identity","display_name":"brand identity","score":0.3659999966621399}],"concepts":[{"id":"https://openalex.org/C71508700","wikidata":"https://www.wikidata.org/wiki/Q866188","display_name":"Brand extension","level":3,"score":0.7986903190612793},{"id":"https://openalex.org/C57375061","wikidata":"https://www.wikidata.org/wiki/Q453181","display_name":"Brand management","level":2,"score":0.7614036798477173},{"id":"https://openalex.org/C205971072","wikidata":"https://www.wikidata.org/wiki/Q513100","display_name":"Brand equity","level":2,"score":0.7451027035713196},{"id":"https://openalex.org/C2780821815","wikidata":"https://www.wikidata.org/wiki/Q5340806","display_name":"Portfolio","level":2,"score":0.6889928579330444},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.6577498912811279},{"id":"https://openalex.org/C152455256","wikidata":"https://www.wikidata.org/wiki/Q1900597","display_name":"Brand awareness","level":2,"score":0.6376345753669739},{"id":"https://openalex.org/C136006765","wikidata":"https://www.wikidata.org/wiki/Q1134689","display_name":"Corporate branding","level":3,"score":0.6014870405197144},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.558092474937439},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.494851291179657},{"id":"https://openalex.org/C10138342","wikidata":"https://www.wikidata.org/wiki/Q43015","display_name":"Finance","level":1,"score":0.0}],"mesh":[],"locations_count":2,"locations":[{"id":"pmh:oai:aleph.bib-bvb.de:BVB01-012822438","doi":null,"is_oa":false,"landing_page_url":"http://bvbr.bib-bvb.de:8991/F?func=service&amp;doc_library=BVB01&amp;local_base=BVB01&amp;doc_number=012822438&amp;sequence=000002&amp;line_number=0001&amp;func_code=DB_RECORDS&amp;service_type=MEDIA","pdf_url":null,"source":null,"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"","raw_type":"text"},{"id":"mag:596964310","doi":null,"is_oa":false,"landing_page_url":"http://ci.nii.ac.jp/ncid/BA66765079","pdf_url":null,"source":null,"license":null,"license_id":null,"version":null,"is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":null}],"best_oa_location":null,"sustainable_development_goals":[],"sustainable_development_goals_aurora":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"grobid_xml":false,"pdf":false},"content_urls":null,"referenced_works_count":0,"referenced_works":[],"related_works":["https://openalex.org/W2594904926","https://openalex.org/W1514417660","https://openalex.org/W1583861445","https://openalex.org/W7208289474","https://openalex.org/W6920398979","https://openalex.org/W339472096","https://openalex.org/W3122871794","https://openalex.org/W3210597482","https://openalex.org/W101541807","https://openalex.org/W4402414670"],"abstract_inverted_index":{"Contents":[0],"Preface":[1],"Acknowledgments":[2],"Part":[3,103,180,253],"I:":[4],"What":[5,18,115],"is":[6],"Brand":[7,12,21,27,30,36,41,54,73,80,91,96,101,112,136,142,157,174,178,183,189,196,202,228,243,247,251,261,268,276,287,293,315,318],"Portfolio":[8,13,22,28,31,81,97,102,262,319],"Strategy?":[9,23],"Chapter":[10,33,76,110,130,152,185,230,263,295],"1.":[11],"Strategy":[14,29,90,320],"The":[15,35,39,53,95,241,274],"Intel":[16],"Case":[17],"Is":[19,116,212],"a":[20,141,214,218,250],"Dimensions":[24],"of":[25,59],"the":[26,68,72,100,135,188,195,201,204,207,210,246,260,266,279,285,291],"Objectives":[32],"2.":[34],"Relationship":[37,55,74],"Spectrum":[38,56,75],"Disney":[40],"Family":[42],"Master":[43],"Brands,":[44],"Endorsers,":[45],"Subbrands,":[46],"and":[47,87,93,108,133,139,150,235,257,299],"Driver":[48],"Roles":[49],"Linking":[50],"Brands":[51,60,62],"--":[52,321],"A":[57,64],"House":[58,66],"Endorsed":[61],"Subbrands":[63],"Branded":[65,143,145,148,165,168,171],"Selecting":[67],"Right":[69],"Position":[70],"in":[71,233,283],"3.":[77],"Inputs":[78],"to":[79,119,127,259],"Decisions":[82],"Microsoft":[83],"Citigroup":[84],"Market":[85],"Forces":[86],"Dynamics":[88],"Business":[89],"Equities":[92],"Identities":[94],"Audit":[98],"Managing":[99,147,284],"II.":[104],"Creating":[105,226],"Relevance,":[106],"Differentiation,":[107],"Energy":[109],"4.":[111],"Relevance":[113,123,124],"PowerBar":[114],"Relevance?":[117],"Strategies":[118],"Create":[120],"or":[121],"Maintain":[122],"vs.":[125,303],"Stick":[126],"Your":[128],"Knitting":[129],"5.":[131],"Energizing":[132,140],"Differentiating":[134,138],"Sony":[137],"Differentiators":[144,149,169],"Energizers":[146,151,172],"6.":[153],"Accessing":[154],"Strategic":[155,314],"Assets:":[156],"Alliances":[158,175,179],"Ford":[159,302],"Explorer":[160],"Eddie":[161],"Bauer":[162],"Edition":[163],"Co-Master":[164],"Offerings":[166,199],"External":[167,170],"Tactical":[173],"Developing":[176],"Effective":[177],"III.":[181],"Leveraging":[182,187,194,265],"Assets":[184],"7.":[186],"into":[190,197,224],"New":[191,198,219],"Product-Markets":[192],"Dove":[193],"Will":[200,206],"Enhance":[203,209],"Extension?":[205],"Extension":[208,222,244],"Brand?":[211,220,281],"There":[213],"Compelling":[215],"Need":[216],"for":[217],"Putting":[221],"Risks":[223],"Perspective":[225],"Range":[227],"Platforms":[229],"8.":[231],"Participating":[232],"Upscale":[234],"Value":[236],"Markets":[237],"GE":[238],"Appliances":[239],"Marriott":[240],"Vertical":[242],"Moving":[245,249],"Down":[248],"Up":[252],"IV.":[254],"Bringing":[255],"Focus":[256,298],"Clarity":[258,300],"9.":[264],"Corporate":[267,275,280,286,292],"Dell":[269],"United":[270],"Parcel":[271],"Service":[272],"(UPS)":[273],"Why":[277],"Leverage":[278],"Challenges":[282],"Endorser":[288],"Role":[289],"Changing":[290],"Name":[294],"10.":[296],"Toward":[297],"Unilever":[301],"BMW":[304],"Too":[305,308],"Many":[306,309],"Brands?":[307],"Product":[310],"Variants:":[311],"Decision":[312],"Fatigue":[313],"Consolidation":[316],"Epilogue:":[317],"20":[322],"Takeaways":[323],"Notes":[324],"Index":[325]},"counts_by_year":[{"year":2025,"cited_by_count":8},{"year":2024,"cited_by_count":16},{"year":2023,"cited_by_count":6},{"year":2022,"cited_by_count":10},{"year":2021,"cited_by_count":13},{"year":2020,"cited_by_count":12},{"year":2019,"cited_by_count":10},{"year":2018,"cited_by_count":17},{"year":2017,"cited_by_count":17},{"year":2016,"cited_by_count":21},{"year":2015,"cited_by_count":22},{"year":2014,"cited_by_count":23},{"year":2013,"cited_by_count":20},{"year":2012,"cited_by_count":17}],"updated_date":"2026-10-25T09:29:13.331239","created_date":"2016-06-24T00:00:00"}
