MANAGING BRAND PORTFOLIOS: HOW THE LEADERS DO IT.

Abstract

Brand extension, umbrella branding, and acquisition give firms an increasingly complex portfolio of brands. This study shows how firms deploy them. After examining the brands of major grocery products from Europe and the United States, new brand structures are defined. Content analysis shows that conventional mono branding is rare. Often firms mix and match brand names, although on occasion they disassociate the brand from its corporate owners. A new method is used to portray brand structures graphically, the brand strategies of the major grocers are then defined. [ABSTRACT FROM AUTHOR]