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Published: June 1, 2004

 
 

The Innovator's Prescription: The Relevance of Brand Relevance

Reprint No. 04207

Author Profile:


David A. Aaker (daaker@prophet.com) is vice chairman of Prophet Brand Strategy (www.prophet.com), a brand marketing consulting group, and professor emeritus of marketing strategy at the Haas School of Business, University of California, Berkeley. He is the author of 12 books, most recently Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage, and Clarity (Free Press, 2004).

This article is adapted from David A. Aaker’s latest book, Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage and Clarity (Free Press, 2004).
 
 
 
 
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Resources

  1. John Gorham, “Charles Schwab, Version 4.0,” Forbes, January 8, 2001
  2. David A. Aaker and Erich Joachimsthaler, Brand Leadership: Building Assets in an Information Economy (Free Press, 2000)
  3. Clayton M. Christensen, The Innovator’s Dilemma: When New Technologies Cause Great Firms to Fail (Harvard Business School Press, 1997)