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Managing Brand Portfolios: How Strategies Have Changed

Published online by Cambridge University Press:  24 February 2006

SYLVIE LAFORET  and
JOHN SAUNDERS
SYLVIE LAFORET
Affiliation:
University of Sheffield, Management School, s.laforet@sheffield.ac.uk
JOHN SAUNDERS
Affiliation:
Aston Business School, Aston University, j.a.saunders@aston.ac.uk
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Abstract

The stock market response to corporate scandals and the use of the internet by pressure groups have sensitized boards to the risk of reputation loss. Particularly at risk are companies using corporate brands whose fame and spread makes them particularly vulnerable. This study looks at these and other pressures on branding and investigates if and how leading companies have responded in the deployment of their brand portfolios. A repeat audit of the use of brand portfolios by leading companies using exactly the same method used over a decade ago reveals much change. Brand structures of the 20 companies investigated have indeed changed but not uniformly in extent or direction.

Type
Research Article
Information
Journal of Advertising Research , Volume 45 , Issue 3 , September 2005 , pp. 314 - 327
Copyright
© Copyright © 1960-2005, The ARF

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