IDEAS home Printed from https://ideas.repec.org/a/aza/jbs000/y2017v5i4p434-452.html
   My bibliography  Save this article

Brand deletion

Author

Listed:
  • Shah, Purvi
  • Laverie, Debra A.
  • Davis, Donna F.

Abstract

Most large consumer goods firms that manage and market an array of brands regularly address strategic questions related to brand portfolio management such as how to maintain and grow brands, which brands to add and which ones to delete. While many firms have weak brands that need to be deleted, the crucial decision to delete a brand is often complex and difficult for managers. Despite the importance of brand deletion, there is limited research in this area. This study is one of the preliminary attempts to understand the phenomenon of brand deletion theoretically. In this qualitative study, data were collected through in-depth semi-structured interviews with brand professionals and, in addition, supplemental archival data was used. The domain and role of brand deletion is defined and explained in detail. Along with this, various attributes of brand deletion are revealed. Informants also discussed how brands are deleted. Furthermore, product deletion and brand deletion are compared and contrasted to substantiate that they are different from one another in various respects.

Suggested Citation

  • Shah, Purvi & Laverie, Debra A. & Davis, Donna F., 2017. "Brand deletion," Journal of Brand Strategy, Henry Stewart Publications, vol. 5(4), pages 434-452, March.
    • Handle: RePEc:aza:jbs000:y:2017:v:5:i:4:p:434-452
    as

    Download full text from publisher

    File URL: https://hstalks.com/article/2302/download/
    Download Restriction: Requires a paid subscription for full access.
    File URL: https://hstalks.com/article/2302/
    Download Restriction: Requires a paid subscription for full access.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Shah, Purvi, 2020. "Managing customer reactions to brand deletion in B2B and B2C contexts," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).

    More about this item

    Keywords

    brand deletion; brand portfolio management; grounded theory; kill the brand; product deletion; attributes of brand deletion;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aza:jbs000:y:2017:v:5:i:4:p:434-452. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Henry Stewart Talks (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.