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

More about authors
Khizhina Anastasia Mikhajlovna aspirant, st. marketing-menedzher
Johnson& Johnson LLC
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.
How to Cite:
Khizhina A.M., (2013), KEY DECISIONS IN PORTFOLIO BRAND MANAGEMENT. Business in Law, 3 => 147-150.
Reference list:
Kapferer ZH.-N. Brend navsegda: sozdanie, razvitie, podderzhka tsennosti / Per. s angl. M.: Vershina. 2007.
Keller K.L. Strategicheskiy brend-menedzhment: sozdanie, otsenka i upravlenie marochnym kapitalom, 2-e izd./ Per. s angl. M.: ID Vil yams . 2005.
Aaker D. Brand portfolio strategy: creating relevance, differentiation, energy, leverage, and clarity. Free Press, 2004. wars.htm
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.

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