Abstract
In the global competitive marketplace today, companies are following the multi-brand strategy by product categories and geo-demographic segments. Consequently, the product-mix of companies, spread across the product categories and product lines, are stuffed with a variety of brands with marginal differentiation. Such business situations exhibit chaos of brands within the product line triggering cannibalization of brands within the product line of the same company. Hence, some companies, which realize the need for systematic growth of brands in the marketplace, attempt to develop brand portfolios by developing the brands specific to geo-demographic and retail market segment. Companies allow required space for brands to grow with adequate customer knowledge and brand literacy. Most companies see too many brands with low priorities and little leverage to sustain in the competitive marketplace, which makes it difficult for the companies to create strong brands and develop effective marketing strategies. Categorically differentiated product lines in a company significantly contribute to brand proliferation with an effective portfolio strategy. Developing a brand portfolio strategy involves the decision to add or eliminate brands and categorize brands by products, markets, and use value. Besides differentiating brands across the consumer use value and preferences, the brand portfolios determine how to leverage the strategic brands in the competitive marketplace, and also help companies in assigning roles and establishing priorities.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Notes
- 1.
Aaker, D. (2008), Prioritize Brands in the Portfolio: Developing a Brand Portfolio Strategy in a Silo Environment, Harvard Business Press, Cambridge, MA.
- 2.
Hill, S., Ettenson, R., and Tyson, D. (2005), Achieving the Ideal Brand Portfolio, MIT Sloan Management Review, 46(2), 85–90.
- 3.
Mukherjee, J. and Padmanabhan, S. (2015), Boosting Boost: Charting Growth Opportunities, Harvard Business School Press, Cambridge, MA.
- 4.
Lederer, C, and Hill, S. (2001), See Your Brands Through Your Customers’ Eyes, Harvard Business Review, 79(6), 125–133.
- 5.
Aaker David A (2004), Brand Portfolio Strategy, New York, Free Press, 12–16.
- 6.
Tauber, Edward M: Brand Leverage: Strategy for Growth in a Cost-control World, Journal of Advertising Research, August–September, 1998.
- 7.
Unilever France annual reports and news, 2009.
- 8.
Capell, K. (2006), Philips goes fabulous, Business Week, October 6.
- 9.
Forunier, S. (1998), Case for Brand Loyalty, Harvard Business School Press, Cambridge, MA.
- 10.
Aaker, D. A. (1991), Managing Brand Equity, The Free Press, New York, 20–46.
- 11.
Hunt, S- D. (2019). The ethics of branding, customer-brand relationships, brand-equity strategy, and branding as a societal institution, Journal of Business Research, 95 (3), 408–416.
- 12.
Rajagopal (2004), Marketing-Strategy, Implementation and Control, Rawat Publications, New Delhi, 283–284.
- 13.
Davidson, H. (2002) Strategic portfolio management: A presentation for Accenture, Windsor, 1st February, Chartered Institute of Marketing, p. 12.
- 14.
Rajagopal (2004), Marketing-Strategy, Implementation and Control, Rawat Publications, New Delhi, 283–284.
- 15.
Bartikowski, B. and Cleveland, M. (2017). “Seeing is being”: Consumer culture and the positioning of luxury cars in China, Journal of Business Research, 77 (8), 195–202.
- 16.
Cheah, I. and Shimul, A. S. (2018). Consumer ethnocentrism, market mavenism and social network analysis, Australasian Marketing Journal (AMJ), 26 (3), 281–288.
- 17.
Rajagopal: Marketing: Strategy, Implementation and Control, Rawat, New Delhi, 2004.
- 18.
Rajagopal (2005). Impact of Advertising Variability on Building Customer Based Brand Personality under Competitive Environment: Empirical analysis in reference to Mexico, Latin American Business Review, 6 (3), 63–84.
- 19.
Anderson P M and Robin L G (1986), Marketing Communications: Advertising, Sales Promotion, Public Relations, Display and Personal Selling, Englewood Cliffs, New Jersey, Prentice Hall.
- 20.
Batra R, Lehmann D and Singh D (1993), The Brand Personality Component of Brand Goodwill: Some Antecedents and Consequences, in Aaker & Bie: Brand Equity and Advertising: Advertising’s Role in Building Strong Brands, Hillsdale: Lawrence Erlbaum Associate Publishers, 83–95.
- 21.
Rajagopal (2006), Brand Excellence: Measuring Impact of Advertising and Brand Personality on Buying Decisions, Measuring Business Excellence, 10 (3), 55–65.
- 22.
Bjorkman Ivar (2002), Aura: Aesthetic business creativity, Consumption, Markets and Culture, 5 (1), 69–78.
- 23.
Hill S and Rifkin G (1999), Radical Marketing, Harper Business, New York.
- 24.
Rajagopal (2007), International marketing: Global environment, corporate strategy and case studies, Vikas Publishing House, New Delhi.
- 25.
Miranda Mario J (2009), Engaging the purchase motivations to charm shoppers, Marketing Intelligence & Planning, 27 (1), 127–145.
- 26.
Kirsten Gram-Hanssen and Claus Bech-Danielsen (2004), House, home and identity from a consumption perspective, Housing, Theory and Society, 21 (1), 17–26.
- 27.
Yan Ruoh-Nan and Eckman Molly (2009), Are lifestyle centres unique? Consumers’ perceptions across locations, International Journal of Retail & Distribution Management, 37 (1), 24–42.
- 28.
Carey Lindsey, Shaw Deirdre and Shiu Edward (2008), The impact of ethical concerns on family consumer decision-making, International Journal of Consumer Studies, 32 (5), 553–56.
- 29.
Kwan C Y, Yeung K W and Au K F (2008), Relationships between consumer decision-making styles and lifestyle characteristics: Young fashion consumers in China, Journal of the Textile Institute, 99 (3), 193–209
- 30.
Mattila A S and Wirtz J (2004), Congruency of scent and music as a driver of in-store evaluations and behavior, Journal of Retailing, 77 (2), 273–289.
- 31.
Codispoti M and De Cesarei, A (2007), Arousal and attention: Picture size and emotional reactions, Psychophysiology, 44 (5), 680–686.
- 32.
Morschett D, Swoboda B and Foscht T (2005), Perception of store attributes and overall attitude towards grocery retailers: The role of shopping motives, International Review of Retail, Distribution and Consumer Research, 15 (4), 423–447.
- 33.
Quelch J A and Cannon-Bonventre K (1983), Better marketing at the point of purchase, Harvard Business Review, 61 (6), 162–169.
- 34.
Rajagopal (2006), Leisure shopping behavior and recreational retailing: a symbiotic analysis of marketplace strategy and consumer response, Journal of Hospitality and Leisure Marketing, 15 (2), 5–31.
- 35.
Berry L L (2001), The old pillars of new retailing, Harvard Business Review, 79 (4), 131–137.
- 36.
Ganesh J, Arnold M J and Reynolds K E (2000), Understanding the customer base of service providers: An examination of the difference between switchers and stayers, Journal of Marketing, 64 (3), 65–87.
Author information
Authors and Affiliations
Corresponding author
Rights and permissions
Copyright information
© 2019 The Author(s)
About this chapter
Cite this chapter
Rajagopal (2019). Brand Portfolio Management. In: Competitive Branding Strategies. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-24933-5_5
Download citation
DOI: https://doi.org/10.1007/978-3-030-24933-5_5
Published:
Publisher Name: Palgrave Macmillan, Cham
Print ISBN: 978-3-030-24932-8
Online ISBN: 978-3-030-24933-5
eBook Packages: Business and ManagementBusiness and Management (R0)