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INTRODUCTION. Even a casual observation of brand portfolio architecture used in marketing practice shows that different firms operating in the same market segments have different architectural preferences for their brand portfolios. Consider the automobile industry. Mercedes-Benz employs a corporate branding
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
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.
D an iel Filip sso n. In. -B etw een B ran d s: Exp lo rin g th e Essen ce o f B ran d Po rtfo lio M an ag em en t. Exploring the Essence of Brand Portfolio Management. Daniel Filipsson. Licentiate Thesis in Business Administration at Stockholm University, Sweden 2008
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
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
16 Nov 2016 Brand DNAs not sufficiently clear. ? High levels of brand and product complexity. ? Brand differentiation unclear. However, the complexity of our brand portfolio has led to confusion among our customers. LUXURY. PREMIUM. RETAIL. WHOLESALE innovative dynamic confident sophisticated progressive.
Black Sage. Vineyard. Bodacious. Caleta. Entre-Lacs. Inniskillin. Jackson-Triggs. L'Ambiance. Le Clos Jordanne. Marie Christina. Naked Grape. Nicolas Laloux. Nk'Mip Cellars?. Notre Vin Maison. Open. Revolution. Sawmill Creek. See Ya Later. Ranch. Sola-Nero. Sumac Ridge. Estate. Wines
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

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March 2018