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Brand Portfolio Reengineering. The Gruppo Coin Case

Author

Listed:
  • Flavio Gnecchi

    (University of Milan-Bicocca)

  • Paolo Ricotti

    (Gruppo COIN, CEO)

Abstract

Brand portfolio reengineering is the typical process a company uses to set the organization in a complete, harmonious, and consistent manner; the target is to maximize the value of its brand equity. The more complex and varied are brand portfolio and product portfolio of a company, the more difficult is the competitive settlement that normally deals in conjunction with other epochal moments of its life (acquisitions, mergers, change of shareholders or top management). In the Gruppo Coin the process of store brand portfolio reengineering has entailed a major revision of the organizational model to support themselves store brands, actually it is still evolving

Suggested Citation

  • Flavio Gnecchi & Paolo Ricotti, 2001. "Brand Portfolio Reengineering. The Gruppo Coin Case," Symphonya. Emerging Issues in Management, Niccolò Cusano University, issue 1 Brand E.
    • Handle: RePEc:sym:journl:5:y:2001:i:1
    as

    Download full text from publisher

    File URL: https://symphonya.unicusano.it/article/view/2001.1.05gnecchi.ricotti
    File Function: First version, 2001
    Download Restriction: no
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    Citations

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    Cited by:

    1. Silvio M. Brondoni, 2006. "Corporate Gommunication and Global Markets," Symphonya. Emerging Issues in Management, Niccolò Cusano University, issue 2 Communi.
    2. Flavio Gnecchi, 2005. "Brand Portfolio and Over-Supply," Symphonya. Emerging Issues in Management, Niccolò Cusano University, issue 1 Over-Su.
    3. Silvio M. Brondoni, 2009. "Market-Driven Management, Competitive Customer Value and Global Networks," Symphonya. Emerging Issues in Management, Niccolò Cusano University, issue 1 Market-.
    4. Maria E. Garbelli, 2002. "Over-Supply and Manufacturing Localization," Symphonya. Emerging Issues in Management, Niccolò Cusano University, issue 1 Market-.
    5. Margherita Corniani, 2006. "Digital Marketing Communication," Symphonya. Emerging Issues in Management, Niccolò Cusano University, issue 2 Communi.

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