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Brand portfolios

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  • Barwise, Patrick
  • Robertson, Thomas

Abstract

Firms are rushing to create brand portfolios, especially for the Single European Market. Patrick Barwise and Thomas Robertson look at means of developing portfolios -- from geographic brand extension and brand acquisitions and brand alliances -- and the advantages and limitations of each approach. They also show why brand portfolios will dominate much of the marketing landscape of the 1990s.

Suggested Citation

  • Barwise, Patrick & Robertson, Thomas, 1992. "Brand portfolios," European Management Journal, Elsevier, vol. 10(3), pages 277-285, September.
    • Handle: RePEc:eee:eurman:v:10:y:1992:i:3:p:277-285
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    1. repec:dau:papers:123456789/4242 is not listed on IDEAS
    2. Klimek, Bjørn & Hansen, Henning Otte, 2017. "Food industry structure in Norway and Denmark since the 1990s," Food Policy, Elsevier, vol. 69(C), pages 110-122.
    3. Craig, C. Samuel & Douglas, Susan P., 2000. "Building global brands in the 21st century," Japan and the World Economy, Elsevier, vol. 12(3), pages 273-283, September.
    4. Cruz Roche, Ignacio, 1997. "Strategic alliances with intangible assets : special reference to brand alllances," DEE - Working Papers. Business Economics. WB 7021, Universidad Carlos III de Madrid. Departamento de Economía de la Empresa.
    5. Domingo Calvo Dopico & Cristina Calvo Porral, 2011. ""Carolina Herrera" Internationalization Strategy: Democratic Luxury or Maximum Exclusiveness?," European Research Studies Journal, European Research Studies Journal, vol. 0(2), pages 3-26.
    6. repec:ipg:wpaper:2014-598 is not listed on IDEAS

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