Brand Portfolio, Corporate Image, and Reputation: Managing Brand Deletions
Volume: 34, Issue: 2, Pages: 195 - 205
Published: Apr 1, 2006
Abstract
Brand portfolio management addresses, among other issues, the interrelated questions of what brands to add, retain, or delete. A small number of brands in a firm’s brand portfolio can often have a disproportionately large positive or negative impact on its image and reputation and the responses of stakeholders. Brand deletions can be critical from the standpoint of a firm being able to free up resources to redeploy toward enhancing the...
Paper Details
Title
Brand Portfolio, Corporate Image, and Reputation: Managing Brand Deletions
Published Date
Apr 1, 2006
Volume
34
Issue
2
Pages
195 - 205
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