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.
|Title of host publication||The proceedings of the International Conference Marketing Trends|
|Number of pages||10|
|Publication status||Published - 2014|
|Event||International Marketing Trends Conference - Venice, Italy|
Duration: 23 Jan 2014 → …
|Name||International Marketing Trends Conference|
|Conference||International Marketing Trends Conference|
|Period||23/01/14 → …|
- brand portfolios
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).