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| Tekijä: | Chailan, C. |
| Otsikko: | From an aggregate to a brand network: a study of the brand portfolio at L'Oréal |
| Lehti: | Journal of Marketing Management
2010 : FEB, VOL. 26:1-2, p. 74-89 |
| Asiasana: | brands portfolio management marketing cosmetics industry competitive advantage |
| Kieli: | eng |
| Tiivistelmä: | The purpose of this article is to contribute to the understanding of brand-portfolio management by examining the brand-portfolio strategies of a world-leading company. The case study of L'Oréal focuses on two questions: 1) what reasons lead L'Oréal to develop a brand-portfolio strategy and 2) how can brand-portfolio management create a higher and stronger level of competitive advantage for this company. The results reveal that an aggregation of brands is not in itself a brand portolio; the juxtaposition of brands is one of, but not the sole, element necessary for the development of a brand portfolio - a combination of a brand ensemble and key competences born out of organisational savoir-faire. The brand combination within a portfolio is shown to be a key factor for company development, growth, and risk management. |
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