Brand Portfolio Prerogative: Five Challenges and Research Themes Within Brand Portfolio Management
2012 (English)In: The IUP Journal of Brand Management, Vol. 9, no 3, 7-20 p.Article in journal (Other academic) Published
This paper discusses five emergent trends within brand portfolio management. These important trends are presented in the following order and format: reiteration between branded house and house of brands; replacement of brand architecture idealism with dynamic brand portfolio management; brand portfolio pressure; and reintegration of the brand portfolio promise through brand alliances.
Place, publisher, year, edition, pages
2012. Vol. 9, no 3, 7-20 p.
Brand Management Journal, Brand, Portfolio, Prerogative, Challenges, Research Themes, Brand, Portfolio Management, Betty Crocker, Sloan Management Review, Brand Portfolio Strategy
Economics and Business
IdentifiersURN: urn:nbn:se:kth:diva-123146OAI: oai:DiVA.org:kth-123146DiVA: diva2:624775
QC 201306102013-06-032013-06-032013-06-10Bibliographically approved