Key decisions in portfolio brand management
( Pp. 147-150)

Key decisions in portfolio brand management taken by marketing specialists and brand managers describes in this article. Summarizing author notes that the most important decisions are long-term brand portfolio strategy development, portfolio relevance support and company`s position strengthening compared to competitors. Brand portfolio management we see as a dynamic permanent process which is influenced by different external and internal factors. And more efficient company manages these factors more efficient one manages brand portfolio.

Khizhina A.M., (2013), KEY DECISIONS IN PORTFOLIO BRAND MANAGEMENT. Business in Law, 3 => 147-150.

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the brand portfolio management, the role of brand in the portfolio, audit portfolio, portfolio strategy, the relevance of the portfolio, the complexity of the portfolio, global brand management.