Brand Portfolio Management. Basic principles and recent trends

Shown in context of a consumer goods company

Business & Finance, Marketing & Sales
Cover of the book Brand Portfolio Management. Basic principles and recent trends by Frank Piotraschke, GRIN Verlag
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Frank Piotraschke ISBN: 9783638900461
Publisher: GRIN Verlag Publication: January 28, 2008
Imprint: GRIN Verlag Language: English
Author: Frank Piotraschke
ISBN: 9783638900461
Publisher: GRIN Verlag
Publication: January 28, 2008
Imprint: GRIN Verlag
Language: English

Diploma Thesis from the year 2007 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,0, Aachen University of Applied Sciences, 65 entries in the bibliography, language: English, abstract: This paper argues that brand portfolio management is an inevitable discipline in marketing and has to be applied in the business practice. It presents the current literature about this topic, beginning with the general branding theories, covering basics and first approaches to brand portfolio management, and also takes the international focus on brand portfolio management. It shows a case-study of the fast moving consumer goods producer Unilever. Its 'Path to Growth' strategy, where Unilever went through the biggest restructuring efforts in its history, is presented and analysed. The Unilever 'Path to Growth' strategy, was a five year restructuring plan launched in 1999, in which Unilever sold an disinvested many established and smaller brands, cut substantial amounts of costs, laid off thousands of employees and restructured their brand portfolio considerably. The weaknesses and the benefits of 'Path to Growth' are shown, and also brand portfolio management in general is described in this context. The Unilever case is analysed in detail. The motivations for brand portfolio management in general, and the specific restructuring campaign are shown and explained. Financial and qualitative analysis is taken. The outcome of the restructurings is evaluated and conclusions are taken. Recommendations for further studies are made and an outlook is given.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

Diploma Thesis from the year 2007 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,0, Aachen University of Applied Sciences, 65 entries in the bibliography, language: English, abstract: This paper argues that brand portfolio management is an inevitable discipline in marketing and has to be applied in the business practice. It presents the current literature about this topic, beginning with the general branding theories, covering basics and first approaches to brand portfolio management, and also takes the international focus on brand portfolio management. It shows a case-study of the fast moving consumer goods producer Unilever. Its 'Path to Growth' strategy, where Unilever went through the biggest restructuring efforts in its history, is presented and analysed. The Unilever 'Path to Growth' strategy, was a five year restructuring plan launched in 1999, in which Unilever sold an disinvested many established and smaller brands, cut substantial amounts of costs, laid off thousands of employees and restructured their brand portfolio considerably. The weaknesses and the benefits of 'Path to Growth' are shown, and also brand portfolio management in general is described in this context. The Unilever case is analysed in detail. The motivations for brand portfolio management in general, and the specific restructuring campaign are shown and explained. Financial and qualitative analysis is taken. The outcome of the restructurings is evaluated and conclusions are taken. Recommendations for further studies are made and an outlook is given.

More books from GRIN Verlag

Cover of the book Verbal Irony: Theories and Automatic Detection by Frank Piotraschke
Cover of the book Immer die gleiche Arbeit? - Vor- und Nachteile der Arbeitsteilung am Beispiel der Stecknadelproduktion von Adam Smith by Frank Piotraschke
Cover of the book Grundzüge des Beyond Budgeting by Frank Piotraschke
Cover of the book Polen: Ein semi-präsidentielles Regierungssystem? by Frank Piotraschke
Cover of the book Kaiser Tiberius und der römische Senat by Frank Piotraschke
Cover of the book Wahre Ethik. Der Wahrheitsstatus Erster Prinzipien in der Nikomachischen Ethik by Frank Piotraschke
Cover of the book Diagnose, Probleme und Möglichkeiten der Förderung hoch begabter Kinder by Frank Piotraschke
Cover of the book Kann der Staat die Wirtschaft steuern? by Frank Piotraschke
Cover of the book Die Bedeutung der Säuglingsforschung für die Psychoanalyse nach Dornes by Frank Piotraschke
Cover of the book Die Aubrücke von Baden Baden by Frank Piotraschke
Cover of the book Lean Management. Umsetzung in Dienstleistungsunternehmen by Frank Piotraschke
Cover of the book Case Study: The Martinez Construction Company in Germany by Frank Piotraschke
Cover of the book Antipolitisches Denken in Deutschland im diachronen Vergleich by Frank Piotraschke
Cover of the book Das Konzept der Resilienz - zur Prävention der Resilienz durch die Soziale Arbeit by Frank Piotraschke
Cover of the book Diskutierte globale Klimaänderungsmodelle (Stand 2004) by Frank Piotraschke
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy