Revitalizing Brands and Brand Portfolios:Essays on Brand and Brand Portfolio Management Strategies
Abstract
In today’s continuously changing and proliferating consumer products markets, manufacturers and retailers pursue a variety of strategies to keep their portfolio of brand offerings relevant and energetic. In this dissertation, I explore the effectiveness of some of the most commonly utilized ‘revitalization’ strategies.
In chapter 2, I examine firm value effects of focus-increasing brand divestitures.
In chapter 3, I focus on brand exits (i.e., the removal of a brand from a market either by a manufacturer or a retailer).
In chapter 4, I move away from strategies involving simplification of brand offerings and focus on sponsorships which is a commonly utilized strategy to energize established brands in mature product categories.
My findings collectively highlight the importance of pursuing a portfolio approach in successfully executing revitalization strategies.
Related events
Information
- Type
- PhD Defence
- Programme
- Marketing
- Date
- Thu. 6 Oct. 2016
- Time
- 13:30 - 15:00
- Location
- Senate Hall, Erasmus Building, Woudestein Campus
Contact
Supervisors
- Co-promotor
- Member Doctoral Committee
- Promotor
- Co-promotor
- Member Doctoral Committee
- Member Doctoral Committee
- Member Doctoral Committee