Brand portfolio prerogative Five challenges and research themes within brand portfolio management

By:

UGGLA, HENRIK

Contributor(s):

LASHGARI, MARYAM

Material type:

Mixed materialsPublication details: 2013Description: 7-20Subject(s):

BRAND MANAGEMENT

NLM classification:

658.827

In: IUP: JOURNAL OF BRAND MANAGEMENTMSummary: This papaer 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 idealismwith dynamic brand portfolio management; brand portfolio pressure and reintegration of the brand portfolio promise through brand alliances.

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Holdings
Item type	Current library	Call number	Vol info	Status	Date due	Barcode
Periodicals/Magazines	SSCBS Library		9/3	Available		P14781

This papaer 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 idealismwith dynamic brand portfolio management; brand portfolio pressure and reintegration of the brand portfolio promise through brand alliances.

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