Deciding with data

July 2007
Marketing Management;Jul/Aug2007, Vol. 16 Issue 4, p4
In this article the author discusses a report published by researchers Neil A. Morgan and Lopo Leotte do Rego on how firms determine which brands to include in their portfolios. Their report attempted to produce empirical data on the brand portfolio strategies of 149 Fortune 500 companies. The report examined 13 different consumer industries from 1994-2000 and found that there were indeed certain strategies that affected the financial performance of these companies' portfolios. The author indicates strategies that proved to be productive in strengthening consumer loyalty and for maximizing market share.


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