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

More about authors
Khizhina Anastasia Mikhajlovna aspirant, st. marketing-menedzher
Johnson& Johnson LLC
For read the full article, please, register or log in
Abstract:
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.
http://www.marketing.spb.ru/lib-mm/strategy/cases wars.htm
http://www.pricereview.ru/archive/20080901/980
http://www.4p.ru/main/theory/1802/
http://www.4p.ru/main/theory/1904/
Keywords:
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.