Brand Portfolio Management Basic Principles And Recent Trends

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Brand Portfolio Strategy

Author : David A. Aaker
Publisher : Free Press
ISBN 13 : 1982146524
Total Pages : 368 pages
Book Rating : 4.9/5 (821 download)

Book Synopsis Brand Portfolio Strategy by : David A. Aaker

Download or read book Brand Portfolio Strategy written by David A. Aaker and published by Free Press. This book was released on 2020-03-24 with total page 368 pages. Available in PDF, EPUB and Kindle. Book excerpt: In this long-awaited book from the world’s premier brand expert and author of the seminal work Building Strong Brands, David Aaker shows managers how to construct a brand portfolio strategy that will support a company’s business strategy and create relevance, differentiation, energy, leverage, and clarity. Building on case studies of world-class brands such as Dell, Disney, Microsoft, Sony, Dove, Intel, CitiGroup, and PowerBar, Aaker demonstrates how powerful, cohesive brand strategies have enabled managers to revitalize brands, support business growth, and create discipline in confused, bloated portfolios of master brands, subbrands, endorser brands, cobrands, and brand extensions. Renowned brand guru Aaker demonstrates that assuring that each brand in the portfolio has a clear role and actively reinforces and supports the other portfolio brands will profoundly affect the firm’s profitability. Brand Portfolio Strategy is required reading not only for brand managers but for all managers with bottom-line responsibility to their shareholders.

Brand Portfolio Management. Basic principles and recent trends

Author : Frank Piotraschke
Publisher : GRIN Verlag
ISBN 13 : 3638900460
Total Pages : 63 pages
Book Rating : 4.6/5 (389 download)

Book Synopsis Brand Portfolio Management. Basic principles and recent trends by : Frank Piotraschke

Download or read book Brand Portfolio Management. Basic principles and recent trends written by Frank Piotraschke and published by GRIN Verlag. This book was released on 2008-01-28 with total page 63 pages. Available in PDF, EPUB and Kindle. Book excerpt: Diploma Thesis from the year 2007 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0, Aachen University of Applied Sciences, language: English, abstract: This paper argues that brand portfolio management is an inevitable discipline in marketing and has to be applied in the business practice. It presents the current literature about this topic, beginning with the general branding theories, covering basics and first approaches to brand portfolio management, and also takes the international focus on brand portfolio management. It shows a case-study of the fast moving consumer goods producer Unilever. Its “Path to Growth” strategy, where Unilever went through the biggest restructuring efforts in its history, is presented and analysed. The Unilever “Path to Growth” strategy, was a five year restructuring plan launched in 1999, in which Unilever sold an disinvested many established and smaller brands, cut substantial amounts of costs, laid off thousands of employees and restructured their brand portfolio considerably. The weaknesses and the benefits of “Path to Growth” are shown, and also brand portfolio management in general is described in this context. The Unilever case is analysed in detail. The motivations for brand portfolio management in general, and the specific restructuring campaign are shown and explained. Financial and qualitative analysis is taken. The outcome of the restructurings is evaluated and conclusions are taken. Recommendations for further studies are made and an outlook is given.

Brand Portfolio Management, Basic Principles and Recent Trends Shown in Context of Unilever, a Consumer Goods Company

Author : Frank Piotraschke
Publisher : GRIN Verlag
ISBN 13 : 3638905853
Total Pages : 69 pages
Book Rating : 4.6/5 (389 download)

Book Synopsis Brand Portfolio Management, Basic Principles and Recent Trends Shown in Context of Unilever, a Consumer Goods Company by : Frank Piotraschke

Download or read book Brand Portfolio Management, Basic Principles and Recent Trends Shown in Context of Unilever, a Consumer Goods Company written by Frank Piotraschke and published by GRIN Verlag. This book was released on 2008 with total page 69 pages. Available in PDF, EPUB and Kindle. Book excerpt: Diploma Thesis from the year 2007 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,0, Aachen University of Applied Sciences, 65 entries in the bibliography, language: English, abstract: This paper argues that brand portfolio management is an inevitable discipline in marketing and has to be applied in the business practice. It presents the current literature about this topic, beginning with the general branding theories, covering basics and first approaches to brand portfolio management, and also takes the international focus on brand portfolio management. It shows a case-study of the fast moving consumer goods producer Unilever. Its "Path to Growth" strategy, where Unilever went through the biggest restructuring efforts in its history, is presented and analysed. The Unilever "Path to Growth" strategy, was a five year restructuring plan launched in 1999, in which Unilever sold an disinvested many established and smaller brands, cut substantial amounts of costs, laid off thousands of employees and restructured their brand portfolio considerably. The weaknesses and the benefits of "Path to Growth" are shown, and also brand portfolio management in general is described in this context. The Unilever case is analysed in detail. The motivations for brand portfolio management in general, and the specific restructuring campaign are shown and explained. Financial and qualitative analysis is taken. The outcome of the restructurings is evaluated and conclusions are taken. Recommendations for further studies are made and an outlook is given.

Product Development and Management Body of Knowledge

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Author : Allan Anderson
Publisher : John Wiley & Sons
ISBN 13 : 1119829941
Total Pages : 436 pages
Book Rating : 4.1/5 (198 download)

Book Synopsis Product Development and Management Body of Knowledge by : Allan Anderson

Download or read book Product Development and Management Body of Knowledge written by Allan Anderson and published by John Wiley & Sons. This book was released on 2024-04-23 with total page 436 pages. Available in PDF, EPUB and Kindle. Book excerpt: Fully-updated Third Edition of the leading study resource for PDMA's New Product Development Professional certification exam The newly revised and updated Third Edition of PDMA Body of Knowledge (BoK) provides a singular reference for anyone currently involved in, or planning a career in product management and product innovation. It describes a proven framework for product innovation which is applicable to a wide cross-section of product and service industries at various levels of an organization. It is also the basis for candidates studying for PDMA's New Product Development Professional (NPDP) certification examination. The guide is divided into seven chapters, consistent with the seven product innovation topics used as a basis for the NPDP examination: management, strategy, portfolio, process, design and development, market research, and culture & teams. PDMA Body of Knowledge includes detailed coverage of topics including: The key factors that lead to successful product innovation management. The importance of strategy to product innovation success, hierarchy of strategies, and establishing the organization's direction via vision, mission, values, and more. The role of portfolio management in selection of the right product innovation projects for an organization. Description of various product innovation processes and the pros and cons of each. The application of tools and techniques at various stages of the design and development process. The application of market research throughout product innovation. The importance of the right culture and team development. The material provided can be applied to the full range of product development projects included in most company portfolios, such as new products or services, line extensions, cost reductions, and product or service improvements. This newly revised and updated Third Edition includes new case studies, examples, and chapter exercises, along with sample NPDP examination questions. PDMA Body of Knowledge is an essential study resource for those studying for PDMA's NPDP exam. The text is also highly valuable to product management professionals, consultants, instructors, and students seeking to increase their knowledge base

The Standard for Portfolio Management

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Author : Project Management Institute
Publisher :
ISBN 13 : 9781930699908
Total Pages : 0 pages
Book Rating : 4.6/5 (999 download)

Book Synopsis The Standard for Portfolio Management by : Project Management Institute

Download or read book The Standard for Portfolio Management written by Project Management Institute and published by . This book was released on 2006 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt:

The New Strategic Brand Management

Author : Jean-Nol︠ Kapferer
Publisher : Kogan Page Publishers
ISBN 13 : 9780749442835
Total Pages : 516 pages
Book Rating : 4.4/5 (428 download)

Book Synopsis The New Strategic Brand Management by : Jean-Nol︠ Kapferer

Download or read book The New Strategic Brand Management written by Jean-Nol︠ Kapferer and published by Kogan Page Publishers. This book was released on 2004 with total page 516 pages. Available in PDF, EPUB and Kindle. Book excerpt: Praise and Reviews "the best book on brands yet"- Design Magazine"New exciting ideas and perspectives on brand building are offered that have been absent from our literature."- Philip Kotler, S C Johnson & Sons Distinguished Professor of International Marketing, Northwestern University, Kellogg School of Management"Managing a brand without reading this book is like driving a car without your license."- Haesun Lee, Senior Vice President of Marketing, AMOREPACIFIC Co, Korea"Kapferer's hierarchy of brands is an extrordinary insight"- Sam Hill and Chris Lederer, authors of The Infinite Asset, Harvard Business School Press"One of the definitive resources on branding for marketing professionals worldwide."- Vikas Kumar, The Economic Times, India"One of the best books on brand management. Kapferer is thought provoking and always able to create new insights on various brand related topics."- Rik Riezebos, CEO Brand Capital and director of EURIB / European Institute for Brand ManagementThe first two editions of Strategic Brand Management were published to great critical acclaim. The New Strategic Brand Management has been rewritten and fully revised to bring readers absolutely up-to-date with the dramatic changes that have taken place in brand management worldwide.Dealing with the concept and practice of brand management in its totality, it is packed with fresh examples and case studies of brands from all over the world, paying particular attention to global brands. It also looks at the hype surrounding branding and stresses the role of sound business decisions when building a brand. There are several new chapters, including:brand and business buildingthe challenge of growth in mature marketsmanaging retail brands.Plus completely new sections on innovation and its role in growing and reinventing brands, and corporate branding.The New Strategic Brand Management will provide all marketing and brand managers with a thorough understanding of the new rules of brand management and how to put them into practice.

The PDMA Handbook of Innovation and New Product Development

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Author : Ludwig Bstieler
Publisher : John Wiley & Sons
ISBN 13 : 1119890217
Total Pages : 692 pages
Book Rating : 4.1/5 (198 download)

Book Synopsis The PDMA Handbook of Innovation and New Product Development by : Ludwig Bstieler

Download or read book The PDMA Handbook of Innovation and New Product Development written by Ludwig Bstieler and published by John Wiley & Sons. This book was released on 2023-05-09 with total page 692 pages. Available in PDF, EPUB and Kindle. Book excerpt: State-of-the-art overview of all aspects of new product development from start to finish The Product Development and Management Association (PDMA) Handbook of New Product Development provides an exceptional review of cutting-edge topics for both new and experienced product development leaders, offering a comprehensive and updated guide to the practices, processes, and tools critical to achieving and sustaining new product/service development success in today’s world and delivering valuable information on the fundamentals as well as emerging practices. This edition is completely revised to include 12 new chapters on topics including: Creating Innovation, Sustainable New Product Development (NPD), NPD Teams and Leadership, Digital Transformation of NPD, Market Analytics, and much more. In The Product Development and Management Association (PDMA) Handbook of New Product Development, readers can expect to find specific information on: What separates the winners from the losers when it comes to new products, plus what drives new product success from a holistic standpoint Effective frontend innovation practices, portfolio management for product innovation, and identifying significant new business opportunities via the Magellan Process Obtaining customer needs for product development, harnessing user research for product innovation, and making market analytics work for you Lessons learned from outstanding corporate innovators and differences between goods and services development The 4th edition of The Product Development and Management Association (PDMA) Handbook of New Product Development is an essential reference for anyone with responsibility for product development activities, from novices looking for fundamentals to experts seeking insights on emerging concepts, and is relevant for all functions and all industries.

Trend Following

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Author : Michael W. Covel
Publisher : John Wiley & Sons
ISBN 13 : 1119371872
Total Pages : 695 pages
Book Rating : 4.1/5 (193 download)

Book Synopsis Trend Following by : Michael W. Covel

Download or read book Trend Following written by Michael W. Covel and published by John Wiley & Sons. This book was released on 2017-04-24 with total page 695 pages. Available in PDF, EPUB and Kindle. Book excerpt: Want to take the financial journey to a new investing philosophy that might very well affect the rest of your moneymaking life? No one can guarantee the yellow brick road, but Michael Covel promises the red pill will leave you wide freaking awake. Trend Following reveals the truth about a trading strategy that makes money in up, down and surprise markets. By applying straightforward and repeatable rules, anyone can learn to make money in the markets whether bull, bear, or black swan—by following the trend to the end when it bends. In this timely reboot of his bestselling classic, Michael Covel dives headfirst into trend following strategy to examine the risks, benefits, people, and systems. You’ll hear from traders who have made millions by following trends, and learn from their successes and mistakes—insights only here. You’ll learn the trend philosophy, and how it has performed in booms, bubbles, panics and crashes. Using incontrovertible data and overwhelming supporting evidence, with a direct connection to the foundations of behavioral finance, Covel takes you inside the core principles of trend following and shows everyone, from brand new trader to professional, how alpha gets pulled from the market. Covel’s newest edition has been revised and extended, with 7 brand new interviews and research proof from his one of kind network. This is trend following for today’s generation. If you’re looking to go beyond passive index funds and trusting the Fed, this cutting edge classic holds the keys to a weatherproof portfolio. Meet great trend followers learning their rules and philosophy of the game Examine data to see how trend following excels when the you-know-what hits the fan Understand trend trading, from behavioral economics to rules based decision-making to its lambasting of the efficient markets theory Compare trend trading systems to do it yourself or invest with a trend fund Trend following is not prediction, passive index investing, buy and hope or any form of fundamental analysis. It utilizes concrete rules, or heuristics, to profit from a behavioral perspective. Trend Following is clear-cut, straightforward and evidence-based and will secure your financial future in bull, bear and black swan markets. If you’re finally ready to profit in the markets, Trend Following is the definitive treatise for a complex world in constant chaos.

The PDMA Handbook of New Product Development

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Author : Kenneth B. Kahn
Publisher : John Wiley & Sons
ISBN 13 : 1118415493
Total Pages : 375 pages
Book Rating : 4.1/5 (184 download)

Book Synopsis The PDMA Handbook of New Product Development by : Kenneth B. Kahn

Download or read book The PDMA Handbook of New Product Development written by Kenneth B. Kahn and published by John Wiley & Sons. This book was released on 2012-11-28 with total page 375 pages. Available in PDF, EPUB and Kindle. Book excerpt: New Product Development is one of the most important challenges facing organizations today. The Product Development and Management Association (PDMA) Handbook of New Product Development 3rd Edition provides an exceptional review of cutting edge topics for both new and experienced product development leaders. It offers a comprehensive and updated guide to the practices, processes and tools critical to achieving and sustaining new product/service development success in today’s world, delivering valuable information about the fundamentals as well as emerging practices such as venturing, virtual product development and the use of social media in NPD. As the premier global advocate for professionals and organizations working in the fields of new product/service development, PDMA has assembled in the Handbook unique content on the critical aspects of product development success including its 2012 Best Practices Research, Lessons Learned from its Outstanding Corporate Innovator Award Winners and keys to success from organizations with proven innovation track records. The 3rd Edition is an essential reference for anyone with responsibility for product development activities, from novices looking for fundamentals to experts seeking insights on emerging concepts, and is relevant for all functions and all product/service industries.

Proceedings of the XVI International symposium Symorg 2018

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Author : Nevenka Žarkić-Joksimović
Publisher : University of Belgrade, Faculty of Organizational Sciences
ISBN 13 : 8676803617
Total Pages : 1161 pages
Book Rating : 4.6/5 (768 download)

Book Synopsis Proceedings of the XVI International symposium Symorg 2018 by : Nevenka Žarkić-Joksimović

Download or read book Proceedings of the XVI International symposium Symorg 2018 written by Nevenka Žarkić-Joksimović and published by University of Belgrade, Faculty of Organizational Sciences . This book was released on 2018-06-12 with total page 1161 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Investment Strategies in Emerging New Trends in Finance

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Author : Reza Gharoie Ahangar
Publisher : BoD – Books on Demand
ISBN 13 : 1839629657
Total Pages : 184 pages
Book Rating : 4.8/5 (396 download)

Book Synopsis Investment Strategies in Emerging New Trends in Finance by : Reza Gharoie Ahangar

Download or read book Investment Strategies in Emerging New Trends in Finance written by Reza Gharoie Ahangar and published by BoD – Books on Demand. This book was released on 2021-04-14 with total page 184 pages. Available in PDF, EPUB and Kindle. Book excerpt: Investment and portfolio strategies are some of the most exciting topics in finance. This book presents the most up-to-date topics and techniques in finance to facilitate the investment process for researchers and investors in selecting appropriate investment strategies with the emergence of new issues and concepts in financial areas. This book contains nine chapters divided into three sections: The first section, “Investment and Portfolio Strategies,” discusses different investment strategies in portfolio selection. The second section, “Behavioral Finance and Investment Decisions,” examines the application of behavioral finance in investment decisions. The last section, “Emerging New Trends in Finance,” includes some new and interesting finance topics that can depict our vision for the future arena of finance.

Development of FDA-Regulated Medical Products

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Author : Elaine Whitmore
Publisher : Quality Press
ISBN 13 : 0873892216
Total Pages : 257 pages
Book Rating : 4.8/5 (738 download)

Book Synopsis Development of FDA-Regulated Medical Products by : Elaine Whitmore

Download or read book Development of FDA-Regulated Medical Products written by Elaine Whitmore and published by Quality Press. This book was released on 2012-02-15 with total page 257 pages. Available in PDF, EPUB and Kindle. Book excerpt: Translating promising discoveries and innovations into useful, marketable medical products demands a robust process to guide nascent products through a tangle of scientific, clinical, regulatory, economic, social, and legal challenges. There are so many human and environmental elements involved in shepherding medical advances from lab to launch that the field of medical product development has been referred to as an ecosystem. The purpose of this book is to help provide a shared foundation from which cross-functional participants in that ecosystem can negotiate the product development labyrinth and accomplish the goal of providing both groundbreaking and iterative new medical products. The book is intended for anyone in industry, the public sector, or academia—regardless of functional specialty, workplace, or seniority—who is interested in medical product development. The years since the publication of the previous edition of this book have seen profound changes in the actions and attitudes of patients, insurers, manufacturers, and the Food and Drug Administration regarding the streamlining of medical product development and approval. What those years have not seen is a concomitant increase in innovative treatments with profound benefits to patients. Despite enormous investments in research by both private and public sources and a surge in scientific and technological advances, new medical products barely trickle into the marketplace. For a variety of reasons, applied sciences necessary for medical product development are not keeping pace with the tremendous advances in basic sciences. Not surprisingly, industry and academia are under substantial pressure to transform discoveries and innovations from the laboratory into safe and effective medical products to benefit patients and improve health. This evolution—from bench to bedside—has become known as translational research and development, and this approach is what this book illuminates. "I have been working in medical device design and design assurance for over 10 years...Elaine Whitmore really gets this right...The point is that quality regulations are not going to go away, and those responsible for healthcare product development will have to lead the charge to keep up the momentum in their organizations. I am going to have to buy several copies of this for my clients!" Joseph P. Sener, P.E.

Total R & D Management

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Author : Roger Dabbah
Publisher : CRC Press
ISBN 13 : 0203502426
Total Pages : 643 pages
Book Rating : 4.2/5 (35 download)

Book Synopsis Total R & D Management by : Roger Dabbah

Download or read book Total R & D Management written by Roger Dabbah and published by CRC Press. This book was released on 1998-04-15 with total page 643 pages. Available in PDF, EPUB and Kindle. Book excerpt: Drawing on a lifetime of experience, Roger Dobbah gives readers an in-depth view of R&D survival strategies and tactics and demonstrates how to apply them to any organization. The author provides insights into the role of R&D, the crucial topic of creativity and innovation, and the differences and similarities between general management and R&D man

Vertical Brand Portfolio Management

Author : Diederich Bakker
Publisher : Springer
ISBN 13 : 3658082216
Total Pages : 285 pages
Book Rating : 4.6/5 (58 download)

Book Synopsis Vertical Brand Portfolio Management by : Diederich Bakker

Download or read book Vertical Brand Portfolio Management written by Diederich Bakker and published by Springer. This book was released on 2014-12-01 with total page 285 pages. Available in PDF, EPUB and Kindle. Book excerpt: Diederich Bakker develops a comprehensive planning process that can guide brand manufacturers in assessing the internal and external environment. The step-by-step planning process includes strategies to thoroughly audit brand portfolios and to review an organisation’s brand management capabilities. The planning process aides brand manufacturers in assessing product categories and in determining retailers for their suitability as cooperation partners. The proposed Vertical Brand Portfolio Management is based on the principles of brand portfolio strategy assigning clear roles for all brands including private labels. Instead of fighting the retailer products brand manufacturers are encouraged to cooperate with retail partners by offering vertically integrated brand portfolios. Based on numerous international case studies, the author offers brand manufacturers and retailers practical tools to consider collaborations in the production and management of private labels.

Lean, Rapid and Profitable New Product Development

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Author : Robert G. Cooper
Publisher : Stage-Gate International
ISBN 13 : 1439224609
Total Pages : 216 pages
Book Rating : 4.4/5 (392 download)

Book Synopsis Lean, Rapid and Profitable New Product Development by : Robert G. Cooper

Download or read book Lean, Rapid and Profitable New Product Development written by Robert G. Cooper and published by Stage-Gate International. This book was released on 2009-03-06 with total page 216 pages. Available in PDF, EPUB and Kindle. Book excerpt: Although many companies have introduced product innovation processes, they are still struggling to achieve the financial results they expected. This book shows how to properly balance the need for speed with the drive for profitability. It demonstrates how to maximize the value of a new product portfolio, how to streamline the product innovation process, and how to achieve growth that is both profitable and sustainable. New product success is not simply about developing new products that sell; it's about getting them to market quickly with the lowest cost and the highest return. Dr. Robert G. Cooper and Dr. Scott J. Edgett use their latest research and draw upon their combined 60 years of experience in the field to show you what the companies that continuously win at new products are doing. Top performers have discovered how to properly balance the need for speed with profitability. With a new process they call NexGen(TM) Stage-Gate(R), Dr. Cooper and Dr. Edgett show precisely how you can ensure that your innovation is not only lean and rapid but profitable as well. For more information, visit: www.stage-gate.com

Biomedical Engineering Design

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Author : Joseph Tranquillo
Publisher : Academic Press
ISBN 13 : 0128166258
Total Pages : 529 pages
Book Rating : 4.1/5 (281 download)

Book Synopsis Biomedical Engineering Design by : Joseph Tranquillo

Download or read book Biomedical Engineering Design written by Joseph Tranquillo and published by Academic Press. This book was released on 2022-02-19 with total page 529 pages. Available in PDF, EPUB and Kindle. Book excerpt: Biomedical Engineering Design presents the design processes and practices used in academic and industry medical device design projects. The first two chapters are an overview of the design process, project management and working on technical teams. Further chapters follow the general order of a design sequence in biomedical engineering, from problem identification to validation and verification testing. The first seven chapters, or parts of them, can be used for first-year and sophomore design classes. The next six chapters are primarily for upper-level students and include in-depth discussions of detailed design, testing, standards, regulatory requirements and ethics. The last two chapters summarize the various activities that industry engineers might be involved in to commercialize a medical device. - Covers subject matter rarely addressed in other BME design texts, such as packaging design, testing in living systems and sterilization methods - Provides instructive examples of how technical, marketing, regulatory, legal, and ethical requirements inform the design process - Includes numerous examples from both industry and academic design projects that highlight different ways to navigate the stages of design as well as document and communicate design decisions - Provides comprehensive coverage of the design process, including methods for identifying unmet needs, applying Design for 'X', and incorporating standards and design controls - Discusses topics that prepare students for careers in medical device design or other related medical fields

Catalog of Copyright Entries. Third Series

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Author : Library of Congress. Copyright Office
Publisher : Copyright Office, Library of Congress
ISBN 13 :
Total Pages : 1786 pages
Book Rating : 4.F/5 ( download)

Book Synopsis Catalog of Copyright Entries. Third Series by : Library of Congress. Copyright Office

Download or read book Catalog of Copyright Entries. Third Series written by Library of Congress. Copyright Office and published by Copyright Office, Library of Congress. This book was released on 1974 with total page 1786 pages. Available in PDF, EPUB and Kindle. Book excerpt: