Review paper
Culling the brand portfolio: brand deletion outcomes and success factors
Abstract
Purpose It is difficult to ascertain the success factors and outcomes of deleting a brand, since these factors and outcomes differ by type of industries, firms, and brands, and vary based on contextual and organizational situations. Brand managers would benefit by having a guide explaining various factors that contribute to a successful brand deletion and providing measures of brand deletion success. Therefore, the purpose of this article is to...
Paper Details
Title
Culling the brand portfolio: brand deletion outcomes and success factors
Published Date
Apr 18, 2017
Journal
Volume
40
Issue
4
Pages
370 - 377
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Notes
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