A Paradigm For Brand Pruning?The Answer May Be In The Sky

Everyday it is seen that people are becoming overnight millionaires. New companies springing up overnight and new brand introductions are proliferated as companies with robust budgets, and unending boundless optimism see every idea as a winner. The launching of brands after brands in boom times are now looking at stables full of brands that need to be supported. This paper examines that how to make a master brand with shrinking marketing budgets and reduced internal resources while developing a brand portfolio strategy after the fact. It provides the branding lessons for simplifying a brand portfolio illustrating some brand portfolio scenarios.

Provided by: Landor Associates Topic: Date Added: Jan 2003 Format: PDF

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