Development of integrated brand portfolio strategies: a horizontal and vertical integrated planning model

Diederich Bakker, Thorsten Raabe, Sandra Haas

Research output: Chapter in Book/Report/Conference proceedingContribution to conference proceedingAcademicpeer-review

Abstract

Brand portfolio strategies are an essential prerequisite for securing long-term success for multi-brand companies. Only by focusing on the entire portfolio can it be ensured that all brands “act in concert” to achieve superordinate objectives. Thereby, an increasing vertical competition caused by private labels calls for a new approach, by which brand manufacturers integrate private labels into their portfolio management. This paper presents a planning model that is embedded in the company’s strategic management and demonstrates how brand-related objectives/strategies can be linked with superordinated objectives/strategies. By including vertical marketing goals into portfolio strategy, brand manufacturers may gain from extending the planning scope to private label brands.
Original languageEnglish
Title of host publicationThe proceedings of the International Conference Marketing Trends
Number of pages10
ISBN (Electronic)978-2-9532811-2-7
Publication statusPublished - 2014
EventInternational Marketing Trends Conference - Venice, Italy
Duration: 23 Jan 2014 → …

Publication series

NameInternational Marketing Trends Conference

Conference

ConferenceInternational Marketing Trends Conference
CountryItaly
CityVenice
Period23/01/14 → …

Keywords

  • marketing
  • brand portfolios

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  • Cite this

    Bakker, D., Raabe, T., & Haas, S. (2014). Development of integrated brand portfolio strategies: a horizontal and vertical integrated planning model. In The proceedings of the International Conference Marketing Trends (International Marketing Trends Conference).