Construction of international brand portfolios: impact on local brands
| Autor: | Chantal Lai, Bruno Godey |
|---|---|
| Přispěvatelé: | Pôle Customer, Retail and Supply Chain - Rouen Business School, Rouen Business School, Pôle Markets, Brands & Experiences - Rouen Business School, Pôle de Recherche - Rouen Business School |
| Rok vydání: | 2011 |
| Předmět: |
Marketing
business.industry Brand awareness media_common.quotation_subject Global International business Brand management P&G Rationalization (economics) Local [SHS.GESTION.MARK]Humanities and Social Sciences/Business administration/domain_shs.gestion.mark Strategic business unit Originality International Management of Technology and Innovation Brand portfolios Portfolio Business Brand equity Reduction media_common |
| Zdroj: | Journal of Product and Brand Management Journal of Product and Brand Management, Emerald, 2011, Vol. 20 (Issue 5), pp 402-407. ⟨10.1108/10610421111157928⟩ |
| ISSN: | 1061-0421 |
| DOI: | 10.1108/10610421111157928 |
| Popis: | PurposeIn the literature, the question of how the strategies of brand portfolios affect performance remains open and subject to contradictory developments. This paper aims to highlight the various steps involved in the analysis of international brand portfolios as well as issues specific to each of these phases.Design/methodology/approachThis article relies on the results of a longitudinal case study conducted in collaboration with the marketing direction of Procter & Gamble's European Business Unit “Laundry and Fabric Care” from 2004 to 2009.FindingsThe authors present the strategic and operational movements that led to the reduction of the P&G brand portfolio in the laundry category. The authors then compare them with the current results of the company in this market to assess the performance of this strategy of rationalization.Originality/valueWhile the best way forward to construct international brand portfolios has not yet been specifically defined and many questions remain, this article provides an illustration of a methodology tested by an international company. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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