Achieving the ideal brand portfolio

MIT Sloan Management Review

Volumn 46, Issue 2, 2005, Pages 85-90

  Hill, Sam ^a   Ettenson, Richard ^b   Tyson, Dane ^a  

^a Helios Consulting

^b Thunderbird: The American Graduate School of International Management   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 13444291649     PISSN: 7653697     EISSN: 1782155X     Source Type: Journal    
DOI: None     Document Type: Review

References (5)

1. H. Mintzberg, B. Ahlstrand and J. Lampel, "Strategic Safari: A Guided Tour Through the Wilds of Strategic Management" (New York: Free Press, 1998).
2. D.A. Aaker, "Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage and Clarity" (New York: Free Press, 2004).
3. A detailed discussion of the brand-portfolio renewal framework, including access to a working tool with a full set of templates, is available at www.heliosconsulting.com/brandportfolio and www.thunderbird. edu/smrexhibits.
4. For a discussion of the definition of "brand," see S. Hill and C. Lederer, "The Infinite Asset: Managing Brands to Build New Value" (Boston: Harvard Business School Press, 2001).
5. Some experts have contended that even black holes can eventually be turned around, but that argument is not particularly compelling because few companies can afford the decades of investment required to achieve that kind of transformation.