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Research papers

Managing a portfolio of brands

The content and intent of this paper are to propose and expose a structural model designed to help marketers and managers to clarify the logic lying behind a portfolio of brands to fully understand the corporate and marketing implications of brand...

Catalogue: Seminar 1998: Adding Transparency To Brand Management
Author: Jean-Paul Petitimbert
June 15, 1998
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Citation

Petitimbert, J. (1998a, June 15). Managing a portfolio of brands. ANA - ESOMAR. Retrieved May 14, 2024, from


https://ana.esomar.org/documents/managing-a-portfolio-of-brands