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BRAND PORTFOLIO MANAGEMENT AND. THE ROLE OF BRAND ACQUISITIONS. A Dissertation. Submitted to the Graduate Faculty of the. Louisiana State University and. Agricultural and Mechanical College in partial fulfillment of the requirements for the degree of. Doctor of Philosophy in. The Interdepartmental Program
Most large firms operating in consumer markets own and market more than one brand (i.e., they have a brand portfolio). Although firms make corporate-level strategic decisions regarding their brand portfolio, little is known about whether and how a firm's brand portfolio strategy is linked to its business performance.
30 May 2014 Halmstad University. School of Business and Engineering, Sweden. Master's program in Management of Innovation and Business Development. Int. International Marketing, 120 credits. The challenges of brand innovation in different brand portfolio strategies. Master thesis in Management of Innovation and
19 Dec 2017 Full-text (PDF) | Most large firms operating in consumer markets own and market more than one brand (i.e., they have a brand portfolio). Although firms make corporate-level strategic decisions regarding their brand portfolio, little is known about whether and how a firm's brand portfolio strategy
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Abstract: Brand portfolio management begins with brand administration structures and schedules. There must be a person or a group of people in charge of brand management. Within product markets, there must be a joint brand planning schedule at the level of all the other brands and for each brand in particular. Planning
Abstract. Brand portfolio strategies are an essential prerequisite for securing long-term success for multi-brand companies. Only by focusing on the entire portfolio can it be ensured that all brands “act in concert" to achieve superordinate objectives. Thereby, an increasing vertical competition caused by private labels calls for
From an aggregate to a brand network: a study of the brand portfolio at L'Oreal. Claude Chailan, International University of Monaco, Monaco. Abstract Our purpose is to contribute to the understanding of brand-portfolio management by examining the brand-portfolio strategies of a world-leading company. We started to work
24 Aug 2016 Brand Portfolio Strategy and Brand Architecture. PDF Hardcopy Black & White Brand portfolio strategy involves the design, deployment, and management of multiple brands as a coordinated portfolio of meaning-based assets that address the needs of diverse customers in a marketplace and maximize

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March 2018