Finding new paths to growth by managing brand portfolios well

Abstract

Purpose

Looks at which brands are best positioned for growth and why it is important to actively manage brands as a cohesive portfolio.

Design/methodology/approach

Lists four key principles that the best practitioners of brand portfolio management should follow.

Findings

The best practitioners of brand portfolio management follow four key principles: push sleeper brands to their full potential; launch new brands or acquire strategically; rationalize overlapping brands; shut down the weakest brands.

Practical implications

Provides managers with guidelines for managing brand portfolios.

Originality/value

Of particular benefit to strategic planners, CEOs, senior executives, brand managers and marketing managers.

Citation

Wise, R. and Pierce, A. (2005), "Finding new paths to growth by managing brand portfolios well", Journal of Business Strategy, Vol. 26 No. 4, pp. 10-11. https://doi.org/10.1108/02756660510608503