A dynamic approach to brand portfolio audit and brand architecture strategy
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). Research limitations/implications: Further research should aim at testing the proposed framework in different types of companies and countries. Originality/value: This paper contributes to the brand audit and brand architecture literature by proposing a holistic framework that is not static.
Year of publication: |
2020
|
---|---|
Authors: | Brandão, Amélia ; Sousa, Jose Carlos C. ; Rodrigues, Clarinda |
Published in: |
European Business Review. - Emerald, ISSN 0955-534X, ZDB-ID 2025931-1. - Vol. 32.2020, 2 (02.01.), p. 181-210
|
Publisher: |
Emerald |
Saved in:
Online Resource
Saved in favorites
Similar items by person
-
I can’t stop hating you : an anti-brand-community perspective on apple brand hate
Rodrigues, Clarinda, (2020)
-
The importance of self in brand love in consumer-luxury brand relationships
Rodrigues, Paula, (2018)
-
An eye tracking study of the effect of sensory and price in-store displays
Rodrigues, Clarinda, (2020)
- More ...