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International Conference on Engineering and Business Management (EBM 2010 PAPERBACK)

Chengdu,China,China,3.24-3.26,2010

ISBN: 978-1-935068-05-1 Scientific Research Publishing, USA

Paperback 6066pp Pub. Date: March 2010

Category: Engineering

Price: $280

Title: Influence of Brand Portfolio Strategy on Performance
Source: International Conference on Engineering and Business Management (EBM 2010 PAPERBACK) (pp 401-404)
Author(s): Chunling Yu, School of Economics and Management, Tsinghua University, Beijing, P.R. China
Fan Yang, School of Economics and Management, Tsinghua University, Beijing, P.R. China
Abstract: Abstract: The complexity and diversity of the brand portfolio strategy have attracted worldwide attention. Brand portfolio strategy refers the decision-making of the scope, positioning, and internal structure of the brand portfolio in order to achieve brand portfolio synergistic effect and make the brand portfolio more effective. The core of brand portfolio strategy is how to allocate limited resources among brands to maximize the brand portfolio profits. This article analyzes the relationship between all aspects of brand portfolio and company performance, and the effect of brands variants overlap within brand portfolio on the brand value and revenue. Finally this paper offers implications for brand portfolio management.
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