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,...