The 4th Brands Lecture

Hybrids, the heavenly bed and purple ketchup

This lecture, given in May 2004 by David Aaker, Vice Chairman of Prophet and Professor Emeritus, Haas School of Business, provides strong insights into the effective management of a portfolio of brands. David argues that, while the concept of brand portfolio management has been around for some time, few companies do it really well and many don't do it at all. He describes how to bring clarity, leverage, energy, differentiation and relevance to a portfolio, illustrating his points with a number of case studies.

For a full copy of this lecture, please download here.