TITLE

Brands You Can Count On

AUTHOR(S)
Pierce, Andrew; Moukanas, Hanna; Wise, Rick
PUB. DATE
July 2002
SOURCE
Marketing Management;Jul/Aug2002, Vol. 11 Issue 4, p22
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
Brand portfolio management directly affects corporate profitability. Ill-defined and overlapping brands in a portfolio can erode price premiums, weaken manufacturing economies, and lead to sub-scale distribution. Effective brand portfolio management begins by examining each brand's equity and its economic contribution. Only when the link is made between intangibles and hard benefits can companies exploit the full potential of their brands.
ACCESSION #
7116628

 

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