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- Strike Up the Brands: Top-Performing Portfolios Require a Well-Orchestrated Management Approach
- Brand portfolios are growing at breakneck pace, creating challenges across the value chain. Consumers are overwhelmed by the abundance of branded offerings. Retailers are pushing back to maintain room for their own private-label offerings. Manufacturers are frustrated by disappointing returns on their portfolio investments. What's the answer? There is no...
- White papers 2003-12-05
Additional Resources
- The brand portfolio matrix
- One of the most intriguing questions in strategic brand marketing is the "positioning path" over time that a new brand should proceed along to reach its long-term desired position. The Brand Portfolio Matrix allows for growth, hold and decline situations, both in volume and in image strength. It is a...
- White papers 2003-01-01
- Are You Getting the Most From Your Brand Portfolio?
- There's more to brand strategy than creating and managing a strong brand, especially since virtually all businesses have multiple brands in their portfolios. Too many businesses, however, have neither the underlying strategy nor management processes in place to allow their brand portfolios to reach their full potential as an important...
- White papers 2005-06-22
- The global manufacturer and distributor of premium healthcare products, SSL International plc, has said that the last six months progress has been part of its strategy to develop brand portfolio, which includes Scholl and Durex. (European News).(Brief Art
- The global manufacturer and distributor of premium healthcare products, SSL International plc, has said that the last six months progress has been part of its strategy to develop brand portfolio, which includes Scholl and Durex. SSL added it has also The global manufacturer and distributor of...
- Research articles 2001-12-15
- Unilever slashes its brand portfolio from 1 600 to 400 - Brief Article - Statistical Data Included
- Anglo-Dutch conglomerate Unilever has announced a radical downsizing of its brand portfolio of 1 600 products. The campaign will leave a core of just 400 so-called `power brands' which together already generate 90% of group turnover, for example, Lipton's tea, Cornetto and Magnum ice creams and Vaseline skin care products.
- Research articles 1999-10-07
- Multimap drives customers of Ford`s brand portfolio to their nearest dealerships throughout the US and Canada; Multimap`s "Storefinder" and "Travel Directions" Services Go Live on Ford, Volvo, Land Rover, Jaguar, Mazda, Lincoln and Mer
- M2 PRESSWIRE-16 November 2004-Multimap: Multimap drives customers of Ford`s brand portfolio to their nearest dealerships throughout the US and Canada; Multimap`s "Storefinder" and "Travel Directions" Services Go Live on Ford, Volvo, Land Rover, Jaguar, Mazda, Lincoln and Mercury`s North American web sitesC1994-2004 M2 COMMUNICATIONS LTD...
- Research articles 2004-11-16
- Multimap drives customers of Ford`s brand portfolio to their nearest dealerships throughout the US and Canada; Multimap`s "Storefinder" and "Travel Directions" services go live on Ford, Volvo, Land Rover, Jaguar, Mazda, Lincoln and Mer
- M2 PRESSWIRE-17 November 2004-Multimap: Multimap drives customers of Ford`s brand portfolio to their nearest dealerships throughout the US and Canada; Multimap`s "Storefinder" and "Travel Directions" services go live on Ford, Volvo, Land Rover, Jaguar, Mazda, Lincoln and Mercury`s North American web sitesC1994-2004 M2 COMMUNICATIONS LTD...
- Research articles 2004-11-17
- Fortune Brands announces agreement to acquire major Allied Domecq spirits & wine brands; Company to build higher performance brand portfolio with addition of complementary global premium brands; Sauza, Maker's Mark, Courvoisier, Canadian Club, Laphroa
- M2 PRESSWIRE-21 April 2005-Fortune Brands: Fortune Brands announces agreement to acquire major Allied Domecq spirits & wine brands; Company to build higher performance brand portfolio with addition of complementary global premium brands; Sauza, Maker's Mark, Courvoisier, Canadian Club, Laphroaig, Clos du Bois and other brands to...
- Research articles 2005-04-21
- A Paradigm For Brand Pruning…The Answer May Be In The Sky
- Everyday it is seen that people are becoming overnight millionaires. New companies springing up overnight and new brand introductions are proliferated as companies with robust budgets, and unending boundless optimism see every idea as a winner. The launching of brands after brands in boom times are now looking at stables...
- White papers 2003-01-01
- Leveraging Brand Value In A Downturn
- The article is about the brand value management and the tool design for brand efficiency audit. Brand Value Management is in action as today's most successful companies manage their intangible assets as intensely as their tangible assets. As a first step in internal analysis, Brand Efficiency Audit to help...
- White papers 2001-02-01
- RJR announces brand strategies.(INDUSTRY NEWS)(R.J. Reynolds Tobacco Co.)
- A key objective of the new Reynolds American, Inc., following the merger of R.J. Reynolds Tobacco Co. and Brown & Williamson Tobacco Co., was the development of a new brand-portfolio strategy for R.J. Reynolds. An analysis of each brand has led to a new...
- Research articles 2005-04-01
- Portfolio managing matters: Hugh Davidson offers new insight on brand portfolio management and says there's a clear analogy between managing brands and managing a football team. (Brand Papers)
- When Niall FitzGerald became chairman of Unilever in 1996 his major challenge was to achieve profitable growth, even though his brands competed mainly in mature markets. One of the main blockages was Unilever's portfolio of 1,600 brands, sprawled ac When Niall FitzGerald became chairman of...
- Research articles 2002-08-01
- Sense: Solving the Puzzle of Complex Brand Portfolios
- Brands now matter enormously to managers far beyond the realm of product marketing: Companies and divisions have brands in the same way that cars and breakfast cereals do. But until brands are managed collectively as much as stock portfolios are, they'll fail to do all they can do for shareholders....
- White papers 2005-03-14
- Paradigm for Brand Pruning: The Answer May Be in the Sky
- It's no surprise that portfolio simplification and brand pruning are needed; the big question is how do you decide which brands to keep and which to harvest or divest? The real challenge is in developing a brand portfolio strategy after the fact. This article describes how to make the simplification...
- White papers 2003-08-01
- How To Manage Your Brand Portfolio
- Managing brand images and building brand portfolios are difficult challenges even for the most seasoned executives. This is particularly true in hard economic times when consumers are prone to forego known names to buy less expensive store brand substitutes. The example of Pampers diapers illustrates many of the challenges and...
- Case studies 2002-01-22
- Creating Brand Harmony
- Brand architecture is a powerful tool that can help companies better organize various brands within their business portfolios and focus on strategic goals for individual brands. Doing so has enabled more effective and consistent brand management and helped put an increased focus on strategies. Truly effective brand architecture focuses on...
- White papers 2003-01-01
- ICMA builds momentum with brand update of its own.
- When Nike launched its now famous "Just Do It" tagline, the company was struggling with making its brand more relevant to new audience segments in a changing competitive market. FedEx recently updated its entire brand portfolio, corrallin When Nike launched its now famous "Just...
- Research articles 2006-06-01
- Playtex strengthens skin care portfolio with acquisition
- WESTPORT, Conn. -- Playtex Products Inc. has acquired Hawaiian Tropic sun care brand owner Tiki Hut Holding Co. The purchase price for Tiki Hut stock and repayment of all outstanding debt at the closing was $83 million, plus a seasonal working capital adjustment. "Hawaiian Tropic is an important addition...
- Research articles 2007-05-21
- ConAgra Foods Inc. (News Briefs).(to boost spending on Armour brand promotions in 2003)(Brief Article)
- ConAgra Foods Inc., Omaha, Neb., announced that it will boost spending on its Armour brand promotions in 2003 in an effort to transform a commodity meat label into a ... ConAgra Foods Inc., Omaha, Neb., announced that it will boost spending on its Armour brand promotions...
- Research articles 2003-01-01
- Hampton Inn & Suites to Play Larger Role in Future Hampton Brand Development
- Business & Travel Editors MEMPHIS, Tenn.--BUSINESS WIRE--June 6, 2001 HamptonTM, the national brand of midpriced Hampton InnR and Hampton Inn & SuitesR hotels, today announced that its Hampton Inn & Suites product will play a larger role in future development of the overall brand, increasing to approximately half...
- Research articles 2001-06-06
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