Virvilaitė, Regina; Jucaitytė, Indrė; Naraškevičiūtė, Violeta
August 2008
Economics & Management;2008, p319
Academic Journal
Theoretical and empirical research, carried out by researchers such as Keller (2003), Kotler and Keller (2007), Rajagopal and Sanchez (2004), Kapferer (2003) as well as other indicates the fact that the survival and the competitive advantage of the company in the market is determined and governed by appropriately formed brand name portfolio. Therefore, companies have to perform the formation of brand name portfolio, which in turn ensures maximum efficiency of brand name portfolio usage. This confirms the idea that the formation of brand name portfolio has become quite an important object of marketing research. On the other hand, this area lacks concrete directions and completeness while seeking to emphasize the relationship of brand and brand name as well as forming brand name portfolio. This confirms the urgency of the problem under the investigation. The problematic situation identified provides a possibility to form this research problem using a question asking what kind of the structure for brand name portfolio should exist within the perspective of brand and brand name relationship. The aim of the article attempts to prepare theoretical model used for the formation of brand name portfolio from the perspective of brand and brand name relationship and test it empirically applying the example of joint stock Company's Kannapolis brand name. The paper presents results of theoretical research, related with the formation of brand name portfolio. On the basis of scientific literary analysis it is stated that brand name portfolio is made up by all brand names, offered by the company to its consumers. This could be a specific brand name, line brand name, family brand name, umbrella brand name, source brand name, or confirming brand name. It has to be noted that forming brand name portfolio it is important to increase the share of the market occupied without increasing the inter brand name competitiveness. On the other hand, forming brand name portfolio it is necessary to evaluate the following factors, related with company's strategy, business model, culture, innovations, resources obtained and consumer value created. Having completed theoretical studies of the formation of brand name portfolio, a theoretical model for the formation of brand name portfolio applying the perspective of the relationship of brand and brand name was developed. The model includes four basic stages such as the selection of brand name conceptual framework, the indication of brand name hierarchy level, the ascription of brand name identity elements to different brands and the development or adaptation of marketing program. Seeking to test the theoretical model, used for the formation of brand name portfolio from the perspective of brand and brand name relationship, an empirical study of the formation of Kalnapilis brand name was conducted. Employing the results of the empirical research carried out, it was indicated that the company employs and uses Kalnapilis source brand name seeking to provide an individual brand name to a specific good as well as FAXE family brand name. The line of goods is being stretched as a complete system with additional goods, related by the principal conceptual framework. This facilitates the stretch of every brand line and creates a strong brand name image. It has to be noted that the brand name of Kalnapilis reflects empirical benefit and symbolical conceptual framework of the brand name. FAXE brand name seeks to reflect the functional concept of the brand where the main emphasis is placed on consumer convenience. The most significant elements of Kalnapilis brand name identity are related with the name and slogan and package would be the most important element of FAXE brand name. The adaptation of marketing program is used while including a new brand name into brand name portfolio. The article applies systemic and comparative literary analysis as well as case study.


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