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The portfolios with strong brand value: More returns? Lower risk?
Borsa Istanbul Review, 2020 This study focuses on the brand value-shareholder return relationship using the approach of Madden et al. (2006) based on Aaker (1991) and compares “Strong Brands Portfolio”, created through brand values in “Turkey's Most Valuable Brands” annual report ...
Evrim Erdogan Yazar
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Analysis of brand portfolios of automotive concerns using the BCG matrix
Journal of Modern Science, 2023 The purpose of this article is to attempt to answer the question of whether an extensive brand portfolio of an automotive concern allows it to gain an advantage and a larger market share compared to a competitor with a simpler brand portfolio. A research
Radosław Karol Piątek
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STRATEGIC BRAND PORTFOLIO MANAGEMENT
Вісник Національного технічного університету «ХПÌ». Серія: Стратегічне управління, управління портфелями, програмами та проектами, 2022 In the past twenty years or so, three approaches to brand portfolio management strategies have emerged. The first approach is marketing. This approach is associated with building a corporate brand portfolio.
Олена Ахієзєр +4 more
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Exploring Relationship between Brand Equity and Customer Loyalty on Pharmaceutical Market [PDF]
Economic and Business Review, 2014 By maintaining continuous satisfaction and high level of the brand’s equity the customers express the intention of long-term buying of product and their choice spreads on other products in the organization’s portfolio.
Jasmina Dlačić, Elvedina Kežman
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STUDY ON BRAND STRATEGIES AND BRAND ARCHITECTURE IN THE WINE INDUSTRY – CASE STUDY: DRĂGĂȘANI VINEYARD, VALCEA COUNTY, ROMANIA [PDF]
Scientific Papers Series : Management, Economic Engineering in Agriculture and Rural Development, 2023 Given the growing importance of brands in the wine industry, the purpose of this study is to conduct an analysis of brand strategies and brand architecture used by Romanian wine producers in the Dragășani Vineyard.
Daniel Marian MICU, Silviu BECIU
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Analysis of optimum informational support for sales channels during product launches
Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 2008 The aim of this article is to analyse efficiency of sales channels in the time when new products are being launched. As the most suitable method for this analysis was chosen the method of mystery shopping because it can properly compare and measure the ...
Michal Vodák
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A data science-based marketing decision support system for brand management [PDF]
Innovative Marketing, 2023 To improve the marketing activity and brand management and justify the most effective marketing decisions, organizations should implement different information technologies, mathematical methods and models into the marketing decision support system (MDSS)
Galyna Chornous +4 more
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Brand Portfolio Reengineering. The Gruppo Coin Case
Symphonya, 2001 Brand portfolio reengineering is the typical process a company uses to set the organization in a complete, harmonious, and consistent manner; the target is to maximize the value of its brand equity.
Flavio Gnecchi, Paolo Ricotti
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Brand portfolio strategy and brand architecture: A comparative study
Cogent Business & Management, 2018 Marketing literature offers various definitions about what brand portfolio is. In this paper, brand portfolio strategy can be understood as how firms manage their brands and sub-brands within a targeted market, considering the consumer’s price and ...
Elisio Carolino Sousa Santos Junior
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Brand Portfolio and Over-Supply
Symphonya, 2005 Firms operating in over-supply conditions cannot increase their sales not even through the price reduction as a lever. In such context the intangible assets become predominant and tend to direct the competition within different industries towards new ...
Flavio Gnecchi
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