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Managing Brand Portfolios : Why Leaders Do What They Do

by Sylvie Laforet, W H Y Do, Firms Competing, John Saunders, Brand Structures
Brand ()
  • ISSN: 00218499


Intense competition, emerging markets, brand extension, acquisitions, and many other activities have left companies with a confusion of products to make and brands to manage. More important than understanding how to manage "a brand" is how to manage the bundle of brand identities in a firm's portfolio. There are many ways of doing this, from corporate dominant strategies to the use of furtive brands. This study examines the rationale behind brand strategies, first, by seeing what the proponents of the alternative approaches say and, secondly, by asking managers why they do what they do. The results show that branding strategies are not only market driven. ABSTRACT FROM AUTHOR Copyright of Journal of Advertising Research is the property of World Advertising Research Center Limited and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

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