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Marketing - Brand Portfolios


Stop Leaving Money on the Table - Get More Value from Your Brand Portfolio! Research suggests that few companies actually get the most out of their brand portfolio as a whole and thus leave large sums of money on the table. This same research suggests that the explanation for the gap between realized and potential value is less to do with individual brand marketing and development capabilities, and much more to do with a lack of a systematic and well governed means for managing the portfolio of brands as whole. In the following commentary we argue that by applying four fundamental principles companies can unlock significant additional intrinsic future brand portfolios. 2012






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Status: 17. September 2013