Vertical brand portfolio management: strategies for integrated brand management between manufacturers and retailers

Research output: Ph.D. ThesisPhD Research external, graduation external


Diederich Bakker develops a comprehensive planning process that can guide brand manufacturers in assessing the internal and external environment. The step-by-step planning process includes strategies to thoroughly audit brand portfolios and to review an organisation’s brand management capabilities. The planning process aides brand manufacturers in assessing product categories and in determining retailers for their suitability as cooperation partners. The proposed Vertical Brand Portfolio Management is based on the principles of brand portfolio strategy assigning clear roles for all brands including private labels. Instead of fighting the retailer products brand manufacturers are encouraged to cooperate with retail partners by offering vertically integrated brand portfolios. Based on numerous international case studies, the author offers brand manufacturers and retailers practical tools to consider collaborations in the production and management of private labels.
With a preface by Prof. Dr. Thorsten Raabe
Original languageEnglish
  • Raabe, Thorsten, Supervisor, External person
Print ISBNs9783658082215
Publication statusPublished - 2015
Externally publishedYes



  • brand management
  • marketing
  • private labels

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