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A dynamic approach to brand portfolio audit and brand architecture strategy
European Business Review, 2020Purpose This paper aims to propose a dynamic and holistic framework that combines the brand portfolio audit with the brand architecture redesign. Design/methodology/approach Depicting from an extensive review on the frameworks of brand audit and brand architecture, a dynamic approach to brand portfolio audit and brand architecture strategy was ...
Amélia Brandão +2 more
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Managing Brand Portfolio in a Crisis
2015Branding in pharmaceutical markets is more challenging than any other market due to the enormous regulations and restrictions from governmental bodies like MOH, Ministry of Health. This case tackles a real challenge that one of the leading pharmaceutical companies in Egypt is facing.
Rafic Nadi, Ahmed Tolba
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Multiple brand alliances: a portfolio diversification perspective
Journal of Product & Brand Management, 2010PurposeThe paper attempts to examine the effect of multiple brand alliances using a portfolio diversification approach.Design/methodology/approachThe paper reports the findings of a four‐level, single factor design study in which 149 randomly assigned participants were exposed to a product concept description for a new product in conjunction with: no ...
Bashar S. Gammoh +2 more
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The formation of sub-brand love and corporate brand love in hotel brand portfolios
International Journal of Hospitality Management, 2019Abstract This study is the first, to our knowledge, to focus on the relationship between sub-brand love and corporate brand love in a hotel brand portfolio. With 425 responses from US travelers, this study finds that sub-brand intimacy and sub-brand passion are driven by ideal-self-sub-brand congruence and that sub-brand passion improves sub-brand ...
Yao-Chin Wang, Hailin Qu, Jing Yang
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The Effect of Brand Portfolio Characteristics on Consumer Evaluations of Brand Extensions
Journal of Marketing Research, 1994A growing number of brands are becoming associated with a portfolio of different product categories. Although concerns have been raised that adding products to a brand may weaken it, there is a paucity of research exploring the effects of brand portfolio characteristics on brand strength.
Peter A. Dacin, Daniel C. Smith
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The Outrigger Hotels and Resorts Brand Portfolio and Brand Extension
Journal of Hospitality & Tourism CasesEmerging from the need for mid-scale properties in Waikiki, the Hawaii-founded hotel brand, Outrigger was born. The Outrigger hotel company’s brand portfolio quickly grew alongside Hawaii’s tourism. As the company continued to grow, the need for brand differentiation within the company arose.
Ingrid Lin, Chassidy Sakamoto
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Culling the brand portfolio: brand deletion outcomes and success factors
Management Research Review, 2017Purpose It is difficult to ascertain the success factors and outcomes of deleting a brand, since these factors and outcomes differ by type of industries, firms, and brands, and vary based on contextual and organizational situations. Brand managers would benefit by having a guide explaining various factors that contribute to a successful brand deletion
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Brand Portfolio and Architechture Strategy
2023Ashita Aggarwal, Suraj Commuri
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