How to manage and optimize your brands' portfolio ?

Thèmes abordés

Brands - Growth - ranges - types of brands - customers - management strategies

Résumé du document

Companies must manage their brands' portfolio in order to be successful.

Therefore, it implies that they must achieve a full study and assestment of their brand's value and function within the portfolio.

We are going to present the main aspects that need to be considered in this process, and study the existing brand management strategies.

Extraits

[...] Therefore, it implies that theymust achieve a full study and assestment of their brand's value and function within the portfolio. We are going to present the main aspects that need to be considered in this process, and study the existing brand management strategies. < number > Organization of the Presentation Introduction A Brand (definition and examples) Type of Brands Portfolio Growth / Reduction Range Extension Brand Extension Brand Name Change Conclusion < number > A Brand A brand is a « name, sign or logo », distinctive enough to identify a company. [...]

[...] . BRAND MANAGEMENT STRATEGIES How to manage and optimize your brands' portfolio ? Content.IE5\IYMGZ7J5\MC900439256[1].jpgContent.IE5\PHVQUUW8\MP900438805[1].jpg Introduction Companies must manage their brands' portfolio in order to be successful. [...]

[...] WEDELdanito italieDanone2Danone Logoluevian Growth in portfolio size Multidomestic marketing approach Local brand launches (La Vache qui Rit, Mir Laine) No international verification (Raider/Twix) Development via external growth Mergers-acquisitions between companies and their brands  Exponential brand portfolio development perrierlogos Kitkat After Eight Lionsanpell-logo BigBeauty_87_logo 1990 _41233052_dreyericecream_203 < number > Portfolio Reduction Necessary desicion when the situation demands action: if brands are not coherent with the main company's corporate image if brands are significally failling on the market and negatively impacting the other ones' successes and the company global results. [...]

[...] A brand name or logo must be easy to recognize and remember. A brand should be unique and differenciate the branded products from the competitors' ones. < number > Image: il_fi --]http://www.ipsos.fr/sites/default/files/imagecache/diaporama_slides/images/brand.jpg Examples of famous brands < number > http://blog.cirtex.com/wp-content/uploads/2008/03/brands.jpg Type of brands Global Glocal Local < number > brandmaidongDELICJE SZAMPAŃSKIE E. [...]