How to manage the budget across a brand portfolio

This article outlines and approach to allocating budgets across brands, media, and countries. It provides an ideal model for the planning process to help brand managers to set a realistic budget level.

How to Manage the Budget Across Brand Portfolio

Paul Dyson, Mindshare, outlines an approach to allocating budgets across brands, media and countries

The last five years have seen a trend towards accountability a need to understand what the return has been on the various marketing investments a brand manager makes. This covers everything from promotions, through direct mail, to advertising. The problem is that the total budget is usually fixed: if you decide to spend more on direct mail, the money has got to come from some other investment. What brand managers need is some sort of process...

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