Finding new paths to growth by managing brand portfolios well

Looks at which brands are best positioned for growth and why it is important to actively manage brands as a cohesive portfolio.

Lists four key principles that the best practitioners of brand portfolio management should follow.

The best practitioners of brand portfolio management follow four key principles: push sleeper brands to their full potential; launch new brands or acquire strategically; rationalize overlapping brands; shut down the weakest brands.

Provides managers with guidelines for managing brand portfolios.

Of particular benefit to strategic planners, CEOs, senior executives, brand managers and marketing managers.