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A Dynamic Approach to Brand Portfolio Audit and Brand Architecture Strategy
Univ Porto, Portugal.
Univ Porto, Portugal.
Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).ORCID-id: 0000-0002-1540-2657
2020 (engelsk)Inngår i: European Business Review, ISSN 0955-534X, E-ISSN 1758-7107, Vol. 32, nr 4, s. 1-30Artikkel i tidsskrift (Fagfellevurdert) Epub ahead of print
Abstract [en]

Purpose This paper aims to propose a dynamic and holistic framework that combines the brand portfolio audit with the brand architecture redesign. Design/methodology/approach Depicting from an extensive review on the frameworks of brand audit and brand architecture, a dynamic approach to brand portfolio audit and brand architecture strategy was developed, and later applied and tested in three B2B and B2C companies. Findings The paper suggests an eight-step framework to guide practitioners when auditing a specific brand portfolio and designing a revised brand architecture strategy. Additionally, a Brand Audit Scorecard was developed to enable and sustain brand portfolio audits, divided into three dimensions (brand equity, brand contribution and strategic options). Originality/value This paper contributes to the brand audit and brand architecture literature by proposing a holistic framework that is not static.

sted, utgiver, år, opplag, sider
Emerald Group Publishing Limited, 2020. Vol. 32, nr 4, s. 1-30
HSV kategori
Forskningsprogram
Ekonomi, Marknadsföring
Identifikatorer
URN: urn:nbn:se:lnu:diva-89959DOI: 10.1108/EBR-12-2018-0206ISI: 000506456100001OAI: oai:DiVA.org:lnu-89959DiVA, id: diva2:1368665
Tilgjengelig fra: 2019-11-07 Laget: 2019-11-07 Sist oppdatert: 2020-01-23

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