Managing Brand Portfolios: Why Leaders Do What They Do

Following content analysis of American and European grocery products which showed that few products have only one brand name on them and that directly competing firms vary in the corporate name strategies they adopt, the authors set out to discover why.

Managing Brand Portfolios: Why Leaders Do What They Do

Sylvie Lafortet Birmingham University,Englandand John Saunders Aston University,Birmingham, England

WHY DO FIRMS COMPETING in the same market use such different brand strategies? This study seeks to answer this, and other questions, by asking managers the reason behind their decisions. Brand strategies refer to the ways firms mix and match their co