Brand Portfolio Prerogative : Five Challenges and Research Themes Within Brand Portfolio Management

• 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.

Ämnesord

SAMHÄLLSVETENSKAP  -- Ekonomi och näringsliv (hsv//swe)

SOCIAL SCIENCES  -- Economics and Business (hsv//eng)

Nyckelord

Brand Management Journal

Brand

Portfolio

Prerogative

Challenges

Research Themes

Brand

Portfolio Management

Betty Crocker

Sloan Management Review

Brand Portfolio Strategy

Publikations- och innehållstyp

vet (ämneskategori)

art (ämneskategori)