Results 211 to 220 of about 3,399 (255)
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Journal of Marketing Research, 2008
Large firms implement brand portfolio promotions (BPPs) that promote multiple brands to targeted consumers at discrete times. Such programs possess unique properties that require a novel model to assess their effectiveness. The authors propose a model that captures the magnitude and shape of the BPP effect for each brand in the portfolio, accounts for
Anocha Aribarg, Neeraj Arora
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Large firms implement brand portfolio promotions (BPPs) that promote multiple brands to targeted consumers at discrete times. Such programs possess unique properties that require a novel model to assess their effectiveness. The authors propose a model that captures the magnitude and shape of the BPP effect for each brand in the portfolio, accounts for
Anocha Aribarg, Neeraj Arora
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Brand architecture and brands portfolio: a clarification
EuroMed Journal of Business, 2009PurposeThis research aims to clarify the nature of the links between brand architecture and brands portfolio. Although these two themes have been the focus of significant research, the question of a link between the two concepts has not truly been asked; and yet the major role of brands raises the question of brand optimisation and balance at the core ...
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Brand architecture: building brand portfolio value
Strategy & Leadership, 2002Corporations must routinely ask “how should we allocate existing financial and human resources among our brands to grow shareholder value?” Firms should focus on getting the most from existing brands through better organizing and managing brands and brand inter‐relationships within the existing portfolio.
Michael Petromilli +2 more
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2018
This chapter looks into the broad framework of product and brand portfolio management. It addresses the fundamental questions that must be asked when considering a change in branding strategy. It explores brand stretching and how an evaluation of both category and brand development can help suggest how a manager makes brand stretching decisions.
Richard Rosenbaum-Elliott +2 more
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This chapter looks into the broad framework of product and brand portfolio management. It addresses the fundamental questions that must be asked when considering a change in branding strategy. It explores brand stretching and how an evaluation of both category and brand development can help suggest how a manager makes brand stretching decisions.
Richard Rosenbaum-Elliott +2 more
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Brand portfolio, corporate image, and reputation: Managing brand deletions
Journal of the Academy of Marketing Science, 2006Brand portfolio management addresses, among other issues, the interrelated questions of what brands to add, retain, or delete. A small number of brands in a firm’s brand portfolio can often have a disproportionately large positive or negative impact on its image and reputation and the responses of stakeholders.
Rajan Varadarajan, Paul S Busch
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International Journal of Contemporary Hospitality Management, 1992
Explores the main issues within hotel chain branding, focusing particularly on the problems of branding heterogeneous hotel portfolios. Relates the theory of branding to hotel chains, and outlines the difficulties of bringing consistency to hotel brands.
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Explores the main issues within hotel chain branding, focusing particularly on the problems of branding heterogeneous hotel portfolios. Relates the theory of branding to hotel chains, and outlines the difficulties of bringing consistency to hotel brands.
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From an aggregate to a brand network: a study of the brand portfolio at L'Oréal
Journal of Marketing Management, 2010Abstract 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 on a case study with L'Oreal. Our research focused on two questions: (1) what reasons lead L'Oreal to develop a brand-portfolio strategy?; (2) how can brand-portfolio ...
Claude Chailan
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Construction of international brand portfolios: impact on local brands
Journal of Product and Brand Management, 2011PurposeIn the literature, the question of how the strategies of brand portfolios affect performance remains open and subject to contradictory developments. This paper aims to highlight the various steps involved in the analysis of international brand portfolios as well as issues specific to each of these phases.Design/methodology/approachThis article ...
Bruno Godey
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Place brand architecture: Strategic management of the brand portfolio
Place Branding, 2005Brand architecture is a concept born in commercial branding. It is used to design and manage a portfolio of brands, providing each brand with purpose, relevance and clarity. Some authors have hinted at the possible use of this concept in place brand management.
Gregory Dooley, David Bowie
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2019
In the global competitive marketplace today, companies are following the multi-brand strategy by product categories and geo-demographic segments. Consequently, the product-mix of companies, spread across the product categories and product lines, are stuffed with a variety of brands with marginal differentiation.
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In the global competitive marketplace today, companies are following the multi-brand strategy by product categories and geo-demographic segments. Consequently, the product-mix of companies, spread across the product categories and product lines, are stuffed with a variety of brands with marginal differentiation.
openaire +1 more source