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A Dynamic Approach ...
A Dynamic Approach to Brand Portfolio Audit and Brand Architecture Strategy
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- Brandão, Amelia (författare)
- Univ Porto, Portugal
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- Sousa, José (författare)
- Univ Porto, Portugal
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- Rodrigues, Clarinda (författare)
- Linnéuniversitetet,Institutionen för marknadsföring (MF)
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(creator_code:org_t)
- Emerald Group Publishing Limited, 2020
- 2020
- Engelska.
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Ingår i: European Business Review. - : Emerald Group Publishing Limited. - 0955-534X .- 1758-7107. ; 32:2, s. 181-210
- Relaterad länk:
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https://urn.kb.se/re...
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https://doi.org/10.1...
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Abstract
Ämnesord
Stäng
- Purpose This paper aims to propose a dynamic and holistic framework that combines the brand portfolio audit with the brand architecture redesign. Design/methodology/approach Depicting from an extensive review on the frameworks of brand audit and brand architecture, a dynamic approach to brand portfolio audit and brand architecture strategy was developed, and later applied and tested in three B2B and B2C companies. Findings The paper suggests an eight-step framework to guide practitioners when auditing a specific brand portfolio and designing a revised brand architecture strategy. Additionally, a Brand Audit Scorecard was developed to enable and sustain brand portfolio audits, divided into three dimensions (brand equity, brand contribution and strategic options). Originality/value This paper contributes to the brand audit and brand architecture literature by proposing a holistic framework that is not static.
Ämnesord
- SAMHÄLLSVETENSKAP -- Ekonomi och näringsliv (hsv//swe)
- SOCIAL SCIENCES -- Economics and Business (hsv//eng)
Nyckelord
- Marketing
- Marknadsföring
Publikations- och innehållstyp
- ref (ämneskategori)
- art (ämneskategori)
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