To substitute a well-known initial brand by a totally unknown target brand is risky. Whereas some general recommendations in terms of implementation have already been described in the literature, it is not taken into account that brand substitutions could cover two completely distinct situations...

Purpose – In the literature, the question of how the strategies of brand portfolios affect performance remains open and subject to contradictory developments. This paper aims to highlight the various steps involved in the analysis of international brand portfolios as well as issues specific to...

Purpose: Mixed-target brands with strong gender identities, whether it be feminine or masculine, are not always successful at targeting both men and women, particularly in symbolic product categories. While attempting to maximize their sales for both targets, managers often struggle to...

Purpose: The purpose of this study is to perform a historical analysis of the brand management system (BMS) to understand why and how, over the past century, the BMS has become the dominant marketing organizational model across Western countries and sectors and what the lessons can be learned...