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Brand Portfolio Management. Basic principles and recent trends
Shown in context of a consumer goods company
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Brand portfolio management is presented as a crucial aspect of marketing that must be integrated into business practices. The thesis reviews existing literature on branding and brand portfolio management, with a focus on international perspectives. It includes an in-depth case study of Unilever's Path to Growth strategy, a significant restructuring initiative that involved divesting brands and reducing costs. The analysis highlights both the strengths and weaknesses of this strategy, offering financial and qualitative evaluations, along with recommendations for future research.
Buchkauf
Brand Portfolio Management. Basic principles and recent trends, Frank Piotraschke
- Sprache
- Erscheinungsdatum
- 2008
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- Titel
- Brand Portfolio Management. Basic principles and recent trends
- Untertitel
- Shown in context of a consumer goods company
- Sprache
- Englisch
- Autor*innen
- Frank Piotraschke
- Verlag
- GRIN Verlag
- Verlag
- 2008
- Einband
- Paperback
- Seitenzahl
- 64
- ISBN13
- 9783638905855
- Kategorie
- Wirtschaft
- Beschreibung
- Brand portfolio management is presented as a crucial aspect of marketing that must be integrated into business practices. The thesis reviews existing literature on branding and brand portfolio management, with a focus on international perspectives. It includes an in-depth case study of Unilever's Path to Growth strategy, a significant restructuring initiative that involved divesting brands and reducing costs. The analysis highlights both the strengths and weaknesses of this strategy, offering financial and qualitative evaluations, along with recommendations for future research.