Skip to content

Managing brand portfolios: Why leaders do what they do

by Sylvie Laforet, John Saunders
Journal of Advertising Research ()


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]

Cite this document (BETA)

Authors on Mendeley

Readership Statistics

34 Readers on Mendeley
by Discipline
62% Business, Management and Accounting
12% Economics, Econometrics and Finance
12% Social Sciences
by Academic Status
50% Student > Master
12% Student > Ph. D. Student
9% Student > Bachelor
by Country
3% Ireland
3% Canada

Sign up today - FREE

Mendeley saves you time finding and organizing research. Learn more

  • All your research in one place
  • Add and import papers easily
  • Access it anywhere, anytime

Start using Mendeley in seconds!

Sign up & Download

Already have an account? Sign in