Managing Brand Portfolios: How Strategies Have Changed

The stock market response to corporate scandals and the use of the internet by pressure groups have sensitized boards to the risk of reputation loss.

Managing Brand Portfolios: How Strategies Have Changed

Sylvie Laforet University of Sheffield, Management School

John Saunders Aston Business School, Aston University

INTRODUCTION

“Safeguard the brand and corporate reputation.” Niall Edgecliffe-Johnson,...