lnu.sePublications
Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
A Dynamic Approach to Brand Portfolio Audit and Brand Architecture Strategy
Univ Porto, Portugal.
Univ Porto, Portugal.
Linnaeus University, School of Business and Economics, Department of Marketing.ORCID iD: 0000-0002-1540-2657
2020 (English)In: European Business Review, ISSN 0955-534X, E-ISSN 1758-7107, Vol. 32, no 2, p. 181-210Article in journal (Refereed) Published
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.

Place, publisher, year, edition, pages
Emerald Group Publishing Limited, 2020. Vol. 32, no 2, p. 181-210
National Category
Economics and Business
Research subject
Economy, Marketing
Identifiers
URN: urn:nbn:se:lnu:diva-89959DOI: 10.1108/EBR-12-2018-0206ISI: 000506456100001Scopus ID: 2-s2.0-85077695155OAI: oai:DiVA.org:lnu-89959DiVA, id: diva2:1368665
Available from: 2019-11-07 Created: 2019-11-07 Last updated: 2021-05-07Bibliographically approved

Open Access in DiVA

No full text in DiVA

Other links

Publisher's full textScopus

Authority records

Rodrigues, Clarinda

Search in DiVA

By author/editor
Rodrigues, Clarinda
By organisation
Department of Marketing
In the same journal
European Business Review
Economics and Business

Search outside of DiVA

GoogleGoogle Scholar

doi
urn-nbn

Altmetric score

doi
urn-nbn
Total: 493 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf