In the Bag

Goldfarb, Ariel
July 2006
Marketing Management;Jul/Aug2006, Vol. 15 Issue 4, p10
The article discusses rationalizing a portfolio of mixed brands. Brands should not all be encompassed within one overarching rationalization process, as they are acquired for different reasons. There are four options in branding: retaining the brand, endorsing the brand with another in the portfolio, linking the brand to an existing one, or replacing the brand. When deciding on a strategy, it is important to think about the reasons for acquisition and what role the brand is meant to have in the company, to think about branding from the customers' perspective, assess and position the brands, view brands with a holistic perspective, and remain humble.


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