Brand Portfolio Strategy

By D. Aaker. 2006

223 citations recorded by the source corpus.

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

When Should Original Equipment Manufacturers Use Branded Component Contracts with Suppliers? (2009, methodology): “Thus, we employed a mail questionnaire administered to a carefully selected set of key informants from firms in three industry sectors.”
Social Identity Perspective on Brand loyalty (2012, background): “This study examines customer brand identification, instead of customer identification with companies, because the concept of a brand can be more inclusive than a company (Aaker, 2004; He and Li, 2010).”
Retailer premium own‐brands: creating customer loyalty through own‐brand products advantage (2009, background): “A brand’s performance is positively associated with its product quality (Aaker, 2004).”
Linking marketing capabilities with profit growth (2009, background): “From a revenue growth rate perspective, a firm with strong market-sensing capabilities is continuously better able to identify prospective new customers and generate insights concerning their latent needs so that the firm can better position its brands relative to those of its rivals in order to att”
The consumer psychology of brands (2012, unknown): “…developed significantly, in such writings—for example, brand concept-image management (Park, Jaworski, & MacInnis, 1986), brand equity (Aaker, 1991; Keller, 1993); brand architecture and portfolio management (Aaker, 1996; 2004); and customer experience (Pine & Gilmore, 1999; Schmitt, 1999; 2003).”