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| Author: | Laforet, S. Saunders, J. |
| Title: | Managing brand portfolios: how strategies have changed |
| Journal: | Journal of Advertising Research
2005 : SEP, VOL. 45:3, p. 314-327 |
| Index terms: | portfolio management brands |
| Language: | eng |
| Abstract: | This study aims at examining if and how leading companies have responded in the deployment of their brand portfolios faced with new environmental pressures. It is shown that repeat audit of the use of brand portfolios by leading companies using the same method used over a decade ago reveals much change. Also brand structures of the 20 investigated companies have changed but not equally in extent or direction. |
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