Influence of Brand Portfolio Strategy on PerformanceReportar como inadecuado

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Abstract: The complexity and diversity of the brand portfolio strategy have attracted worldwide attention. Brand portfolio strategy refers the decision-making of the scope, positioning, and internal structure of the brand portfolio in order to achieve brand portfolio synergistic effect and make the brand portfolio more effective. The core of brand portfolio strategy is how to allocate limited resources among brands to maximize the brand portfolio profits. This article analyzes the relationship between all aspects of brand portfolio and company performance, and the effect of brands variants overlap within brand portfolio on the brand value and revenue. Finally this paper offers implications for brand portfolio management.


Keywords: brand portfolio strategy; brand variant overlap; performance

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Autor: Chunling Yu , Fan Yang



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