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Brand Portfolio Prerogative: Five Challenges and Research Themes Within Brand Portfolio Management
KTH, School of Industrial Engineering and Management (ITM), Industrial Economics and Management (Dept.), Industrial marketing.
KTH, School of Industrial Engineering and Management (ITM), Industrial Economics and Management (Dept.), Industrial marketing.ORCID iD: 0000-0002-8528-4828
2012 (English)In: The IUP Journal of Brand Management, ISSN 0972-9097, Vol. 9, no 3, 7-20 p.Article in journal (Other academic) Published
Abstract [en]

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.
Keyword [en]
Brand Management Journal, Brand, Portfolio, Prerogative, Challenges, Research Themes, Brand, Portfolio Management, Betty Crocker, Sloan Management Review, Brand Portfolio Strategy
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:kth:diva-123146OAI: oai:DiVA.org:kth-123146DiVA: diva2:624775
Note

QC 20130610

Available from: 2013-06-03 Created: 2013-06-03 Last updated: 2017-04-12Bibliographically approved

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The IUP Journal of Brand Management

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Lashgari, Maryam

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