Brands You Can Count On

Pierce, Andrew; Moukanas, Hanna; Wise, Rick
July 2002
Marketing Management;Jul/Aug2002, Vol. 11 Issue 4, p22
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.


Related Articles

  • Creating brand harmony. Petromilli, Michael; Morrison, Dan // Marketing Management;Jul/Aug2002, Vol. 11 Issue 4, p16 

    Brand architecture has become an important component of both a business' brand and business strategies, but it's rarely used as the strategic weapon it's meant to be. When used strategically, however, a well-structured brand portfolio can drive growth for forward-thinking businesses and help the...

  • Follow that brand. Stott, Charlie // Brand Strategy;Jun2005, Issue 193, p32 

    Focuses on the importance of brand strategy to the success of business. Difficulty of marketing officers to convince senior colleagues of the benefits in making brand strategy core to the company; Use of brand as strategic tool; Need of marketing officers to manage brand process with accuracy...

  • Take no notice, it's just the great conversationalist talking. Murray, Iain // Marketing Week;11/17/2005, Vol. 28 Issue 46, p86 

    The article presents information on the advertisement of a brand of Scotch malt whisky. Marketing's deeper thinkers have long argued that there is something metaphysical, possibly transcendental, about a brand. There are hundreds of brands of whisky and although each has a unique flavor, that...

  • Above and beyond. Keane, Miriam Jordan; McMillan, Zitah // Brand Strategy;Nov2004, Issue 187, p30 

    Explains why mass and luxury brands must adapt themselves as premium brands become the norm. Volume growth from expanding luxury sector; Impact of mass democratization of luxury on brands; Fashion designers' creation of the concept of diffusion lines; Component of the supraluxury brands.

  • Mark Ritson's seven rules of brand management.  // Marketing Week (Online Edition);7/11/2012, p6 

    The article shares several tips for brand management. Brands should remember their roots or origin because strong brands come from people, places and times. To stay consistent, brands need to change. Brands should also play with their codes to balance modernity and heritage. Marketers should...

  • The 5-Ton Elephant Returns. Gordon, David; Ray, Allen // Electrical Wholesaling;Mar2007, Vol. 88 Issue 3, p34 

    The article focuses on the manufacturers' perspective on private labeling. According to the author, many name-brand manufacturers may reject the idea of private labeling, but fear that their electrical distributors will aim to private-label high-volume stock-keeping units (SKUs) and reduce their...

  • Unholy Grail: Quest For the Best Strategy. Chevron, Jacques // Brandweek;8/11/2003, Vol. 44 Issue 29, p20 

    Focuses on issues concerning brand strategy. Criticism of the brand value stated by the Eggo Waffle frozen waffle advertising gimmick; Role of the brand strategist; Functions of consumer input in the process; Advice for brand management.

  • Is it the Decline of Brands or Branding? Gordon, Jack // Brandweek;12/6/2004, Vol. 45 Issue 44, p19 

    Analyzes the issue of decline in brands and branding. Factors that led to the decline in brands; Role of manufacturers in strengthening brands; Significance of creative brand-building; Importance of using marketing dollars efficiently.

  • Justifying marketing investments: how a board can know what to do. Martin, John // NACD Directorship;May2001, Vol. 27 Issue 5, p13 

    Offers ideas on the application of the concept of brand performance in managing marketing investment. Explanation of the customer engagement process; Principles of brand performance management; Role of the board of directors in maintaining brand performance.


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics