their brand portfolio, often by intervening drastically on the number of brands possessed and selling some of them to third … parties or, alternatively, abandoning taking into consideration strategic aspects of brand management and its costs. At the … business unit level, the brand portfolios are subjected to numerous operations oriented to adapt supply to new competitive …

The paper argues that the notion of prioritized brands may be one of the most important concepts of brand portfolio … management today. In the era of make-and-buy brand equity and growing house ofbrands, firms must find new strategies for survival …