Brand Management
Brand Portfolio Mantra: Prioritized Brands

Article Details
Pub. Date : Dec, 2020
Product Name : The IUP Journal of Brand Management
Product Type : Article
Product Code : IJBRM31220
Author Name Henrik Uggla*
Availability : YES
Subject/Domain : Marketing
Download Format : PDF Format
No. of Pages : 4

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Abstract

The paper argues that the notion of prioritized brands may be one of the most important concepts of brand portfolio management today. In the era of make-and-buy brand equity and growing house-of-brands, firms must find new strategies for survival.

"To nurture and grow our prioritized brands"

"Those are all iconic strong brands in their respective markets"

"We have track record with building market leading brands"

"We are growing our top ten brands with a healthy rate of 100 million Swedish crown."


Description

Over a period of 20 years, the academic discourse on brand management has emerged, almost dialectically, from an external focus on the brands’ mental and financial value or brand equity, revolving around brand awareness, brand associations, perceived qualities and the net present value of the incremental cash flows which accrue to branded products over unbranded products; from consumer brand loyalty (Aaker, 1991; and Simon and Sullivan, 1993) to an internal focus on brand identity, metaphorizing the brand as symbol, product, person and organization (Aaker, 1996); and deep psychoanalytical dual side metaphorization of the brand as a person, physique, relationship, culture and consumer reflection and self-image (Kapferer, 2012).


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