Managing a Portfolio of Brands. A Semiotic Approach to Multibrand Policies

The content and intent of this paper are to propose and expose a structural model designed to help marketers and managers to clarify the logic lying behind a portfolio of brands, to fully understand the corporate and marketing implications of brand portfolio related decisions (mergers, acquisitions, deletions, withdrawals, etc.) and to integrate other than merely financial factors into their thinking.

Managing a Portfolio of Brands: A Semiotic Approach to Multibrand Policies

Jean-Paul PetitimbertPRC, France.

BACKGROUND

Under the influence of the currently dominant marketing ideology of ‘global branding’ or ‘umbrella branding’, it is a broadly accepted statement that eight out of ten fast moving consumer good brands are likely to disappear in the next ten years.

As a matter of fact, it is undeniable that during the period extending from the early 1970s to the early 1990s, a plethora of new brands were given birth by corporations wishing to enter new market segments or new distribution channels. At that time,...

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