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Managing Brand Portfolios: How Strategies Have Changed

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  • LAFORET, SYLVIE
  • SAUNDERS, JOHN

Abstract

The stock market response to corporate scandals and the use of the internet by pressure groups have sensitized boards to the risk of reputation loss. Particularly at risk are companies using corporate brands whose fame and spread makes them particularly vulnerable. This study looks at these and other pressures on branding and investigates if and how leading companies have responded in the deployment of their brand portfolios. A repeat audit of the use of brand portfolios by leading companies using exactly the same method used over a decade ago reveals much change. Brand structures of the 20 companies investigated have indeed changed but not uniformly in extent or direction.

Suggested Citation

  • Laforet, Sylvie & Saunders, John, 2005. "Managing Brand Portfolios: How Strategies Have Changed," Journal of Advertising Research, Cambridge University Press, vol. 45(3), pages 314-327, September.
    • Handle: RePEc:cup:jadres:v:45:y:2005:i:03:p:314-327_05
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    Cited by:

    1. Chad Milewicz & Kai-Michael Griese & Aliosha Alexandrov, 2017. "An international examination of private sector perspectives on city brand architectures," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 13(3), pages 205-222, August.
    2. Anubhav A. Mishra, 2018. "Consumer responses to brand deletion," Journal of Brand Management, Palgrave Macmillan, vol. 25(2), pages 160-170, March.

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