Vanitha, Swaminathan; Niraj, Dawar; John, Hulland - Graduate School of Business and Economics (GSBE), … - 2007
A company’s brand portfolio serves as its link to customers and markets, protects it from competitors, and provides it with a degree of channel power. Historically, brand portfolios were built, brand by brand. But in today’s fast-paced and highly competitive marketplace, companies cannot...