Brand Portfolio Management Basic Principles And Recent Trends
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Brand Portfolio Management Basic Principles And Recent Trends Shown In Context Of Unilever A Consumer Goods Company
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Author : Frank Piotraschke
language : en
Publisher: GRIN Verlag
Release Date : 2008
Brand Portfolio Management Basic Principles And Recent Trends Shown In Context Of Unilever A Consumer Goods Company written by Frank Piotraschke and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008 with categories.
Diploma Thesis from the year 2007 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,0, Aachen University of Applied Sciences, 65 entries in the bibliography, language: English, abstract: This paper argues that brand portfolio management is an inevitable discipline in marketing and has to be applied in the business practice. It presents the current literature about this topic, beginning with the general branding theories, covering basics and first approaches to brand portfolio management, and also takes the international focus on brand portfolio management. It shows a case-study of the fast moving consumer goods producer Unilever. Its "Path to Growth" strategy, where Unilever went through the biggest restructuring efforts in its history, is presented and analysed. The Unilever "Path to Growth" strategy, was a five year restructuring plan launched in 1999, in which Unilever sold an disinvested many established and smaller brands, cut substantial amounts of costs, laid off thousands of employees and restructured their brand portfolio considerably. The weaknesses and the benefits of "Path to Growth" are shown, and also brand portfolio management in general is described in this context. The Unilever case is analysed in detail. The motivations for brand portfolio management in general, and the specific restructuring campaign are shown and explained. Financial and qualitative analysis is taken. The outcome of the restructurings is evaluated and conclusions are taken. Recommendations for further studies are made and an outlook is given.
Brand Portfolio Management Basic Principles And Recent Trends
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Author : Frank Piotraschke
language : en
Publisher: GRIN Verlag
Release Date : 2008-01-28
Brand Portfolio Management Basic Principles And Recent Trends written by Frank Piotraschke and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008-01-28 with Business & Economics categories.
Diploma Thesis from the year 2007 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0, Aachen University of Applied Sciences, language: English, abstract: This paper argues that brand portfolio management is an inevitable discipline in marketing and has to be applied in the business practice. It presents the current literature about this topic, beginning with the general branding theories, covering basics and first approaches to brand portfolio management, and also takes the international focus on brand portfolio management. It shows a case-study of the fast moving consumer goods producer Unilever. Its “Path to Growth” strategy, where Unilever went through the biggest restructuring efforts in its history, is presented and analysed. The Unilever “Path to Growth” strategy, was a five year restructuring plan launched in 1999, in which Unilever sold an disinvested many established and smaller brands, cut substantial amounts of costs, laid off thousands of employees and restructured their brand portfolio considerably. The weaknesses and the benefits of “Path to Growth” are shown, and also brand portfolio management in general is described in this context. The Unilever case is analysed in detail. The motivations for brand portfolio management in general, and the specific restructuring campaign are shown and explained. Financial and qualitative analysis is taken. The outcome of the restructurings is evaluated and conclusions are taken. Recommendations for further studies are made and an outlook is given.
It Information Technology Portfolio Management Step By Step
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Author : Bryan Maizlish
language : en
Publisher: John Wiley & Sons
Release Date : 2010-10-07
It Information Technology Portfolio Management Step By Step written by Bryan Maizlish and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-10-07 with Business & Economics categories.
Praise for IT Portfolio Management Step-by-Step "Bryan Maizlish and Robert Handler bring their deep experience in IT 'value realization' to one of the most absent of all IT management practices--portfolio management. They capture the essence of universally proven investment practices and apply them to the most difficult of challenges--returning high strategic and dollar payoffs from an enterprise's IT department. The reader will find many new and rewarding insights to making their IT investments finally return market leading results." --John C. Reece, Chairman and CEO, John C. Reece & Associates, LLC Former deputy commissioner for modernization and CIO of the IRS "IT Portfolio Management describes in great detail the critical aspects, know-how, practical examples, key insights, and best practices to improve operational efficiency, corporate agility, and business competitiveness. It eloquently illustrates the methods of building and integrating a portfolio of IT investments to ensure the realization of maximum value and benefit, and to fully leverage the value of all IT assets. Whether you are getting started or building on your initial success in IT portfolio management, this book will provide you information on how to build and implement an effective IT portfolio management strategy." --David Mitchell, President and CEO, webMethods, Inc. "I found IT Portfolio Management very easy to read, and it highlights many of the seminal aspects and best practices from financial portfolio management. It is an important book for executive, business, and IT managers." --Michael J. Montgomery, President, Montgomery & Co. "IT Portfolio Management details a comprehensive framework and process showing how to align business and IT for superior value. Maizlish and Handler have the depth of experience, knowledge, and insight needed to tackle the challenges and opportunities companies face in optimizing their IT investment portfolios. This is an exceptionally important book for executive leadership and IT business managers, especially those wanting to build a process-managed enterprise." --Peter Fingar, Executive Partner Greystone Group, coauthor of The Real-Time Enterprise and Business Process Management (BPM): The Third Wave "A must-read for the non-IT manager who needs to understand the complexity and challenges of managing an IT portfolio. The portfolio management techniques, analysis tools, and planning can be applied to any project or function." --Richard "Max" Maksimoski, Senior Director R&D, The Scotts Company "This book provides an excellent framework and real-world based approach for implementing IT portfolio management. It is a must-read for every CIO staff considering how to strategically and operationally impact their company's bottom line." --Donavan R. Hardenbrook, New Product Development Professional, Intel Corporation
Brand Portfolio Strategy
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Author : David A. Aaker
language : en
Publisher: Simon and Schuster
Release Date : 2009-12-01
Brand Portfolio Strategy written by David A. Aaker and has been published by Simon and Schuster this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-12-01 with Business & Economics categories.
In this long-awaited book from the world's premier brand expert and author of the seminal work Building Strong Brands, David Aaker shows managers how to construct a brand portfolio strategy that will support a company's business strategy and create relevance, differentiation, energy, leverage, and clarity. Building on case studies of world-class brands such as Dell, Disney, Microsoft, Sony, Dove, Intel, CitiGroup, and PowerBar, Aaker demonstrates how powerful, cohesive brand strategies have enabled managers to revitalize brands, support business growth, and create discipline in confused, bloated portfolios of master brands, subbrands, endorser brands, co-brands, and brand extensions. Aaker offers readers step-by-step advice on what to do when confronting scenarios such as the following: • Brands are underleveraged • The business strategy is at risk because of inadequate brand platforms • The business faces a relevance threat caused by emerging subcategories • The firm's brands are tired and bland • Strategy is paralyzed by a lack of priority among the brands • Brands are cluttered and confusing to both customers and employees • The firm needs to move into the super-premium or value arenas to create margin or sales volume • Margin pressures require points of differentiation Renowned brand guru Aaker demonstrates that assuring that each brand in the portfolio has a clear role and actively reinforces and supports the other portfolio brands will profoundly affect the firm's profitability. Brand Portfolio Strategy is required reading not only for brand managers but for all managers with bottom-line responsibility to their shareholders.
B2b Brand Portfolio Strategy
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Author : Schaefer Christian Peter
language : en
Publisher: LAP Lambert Academic Publishing
Release Date : 2015-06-22
B2b Brand Portfolio Strategy written by Schaefer Christian Peter and has been published by LAP Lambert Academic Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-06-22 with categories.
'To structure and manage their portfolio of brands is one of the biggest challenges businesses face nowadays'. - Philip Kotler - Companies whose product offerings include multiple brands know that their brand and company reputation is a valuable asset. Yet what many of them may overlook is how important it is to customer to know what company is behind the brands they buy. Multi-brand companies can easily miss a valuable opportunity to use their brand reputation to bolster the reputation of their products, thereby creating one powerful multi brand strategy to help them build and protect corporate reputation and drive strong business results. In this publication, we present a new framework for B2B brand portfolio management and explore with two case studies the challenges in today's global market place. We will give first hand insights in this challenging task of managing multiple industrial brands with secondary and primary research. Managers, professors and students can get valuable knowledge from this publication.
Investment Strategies In Emerging New Trends In Finance
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Author : Reza Gharoie Ahangar
language : en
Publisher: BoD – Books on Demand
Release Date : 2021-04-14
Investment Strategies In Emerging New Trends In Finance written by Reza Gharoie Ahangar and has been published by BoD – Books on Demand this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-04-14 with Business & Economics categories.
Investment and portfolio strategies are some of the most exciting topics in finance. This book presents the most up-to-date topics and techniques in finance to facilitate the investment process for researchers and investors in selecting appropriate investment strategies with the emergence of new issues and concepts in financial areas. This book contains nine chapters divided into three sections: The first section, “Investment and Portfolio Strategies,” discusses different investment strategies in portfolio selection. The second section, “Behavioral Finance and Investment Decisions,” examines the application of behavioral finance in investment decisions. The last section, “Emerging New Trends in Finance,” includes some new and interesting finance topics that can depict our vision for the future arena of finance.
Vertical Brand Portfolio Management
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Author : Diederich Bakker
language : en
Publisher: Springer
Release Date : 2014-12-01
Vertical Brand Portfolio Management written by Diederich Bakker and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-12-01 with Business & Economics categories.
Diederich Bakker develops a comprehensive planning process that can guide brand manufacturers in assessing the internal and external environment. The step-by-step planning process includes strategies to thoroughly audit brand portfolios and to review an organisation’s brand management capabilities. The planning process aides brand manufacturers in assessing product categories and in determining retailers for their suitability as cooperation partners. The proposed Vertical Brand Portfolio Management is based on the principles of brand portfolio strategy assigning clear roles for all brands including private labels. Instead of fighting the retailer products brand manufacturers are encouraged to cooperate with retail partners by offering vertically integrated brand portfolios. Based on numerous international case studies, the author offers brand manufacturers and retailers practical tools to consider collaborations in the production and management of private labels.
Portfolio Management In Practice
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Author : Christine Brentani
language : en
Publisher: Elsevier
Release Date : 2003-12-05
Portfolio Management In Practice written by Christine Brentani and has been published by Elsevier this book supported file pdf, txt, epub, kindle and other format this book has been release on 2003-12-05 with Business & Economics categories.
As individuals are becoming more and more responsible for ensuring their own financial future, portfolio or fund management has taken on an increasingly important role in banks' ranges of offerings to their clients. In addition, as interest rates have come down and the stock market has gone up and come down again, clients have a choice of leaving their saving in deposit accounts, or putting those savings in unit trusts or investment portfolios which invest in equities and/or bonds. Individuals are becoming aware that they might need to top up government pension allocations. Likewise, corporations who run employee pension schemes have to ensure that they are able to cover their current and future liabilities. Investing in unit trusts or mutual funds is one way for individuals and corporations alike to potentially enhance the returns on their savings. Introduction to Portfolio Management covers the: *Theoretical underpinnings of portfolio management *Basics of portfolio construction *Constraints to be considered when building a client portfolio *Types of analysis used for asset allocation and stock selection *Main types of funds available to investors *Inspired from the basic entry level training courses that have been developed by major international banks worldwide. *Will enable MSc Finance students, MBA students and those already in the finance profession to gain an understanding of the basic information and principles underlying the topic under discussion *Questions with answers, study topics, practical "real world" examples and text with an extensive bibliography and references ensure learning outcomes can be immediately applied
Product Development And Management Body Of Knowledge
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Author : Allan Anderson
language : en
Publisher: John Wiley & Sons
Release Date : 2024-03-27
Product Development And Management Body Of Knowledge written by Allan Anderson and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2024-03-27 with Technology & Engineering categories.
Fully-updated Third Edition of the leading study resource for PDMA's New Product Development Professional certification exam The newly revised and updated Third Edition of PDMA Body of Knowledge (BoK) provides a singular reference for anyone currently involved in, or planning a career in product management and product innovation. It describes a proven framework for product innovation which is applicable to a wide cross-section of product and service industries at various levels of an organization. It is also the basis for candidates studying for PDMA's New Product Development Professional (NPDP) certification examination. The guide is divided into seven chapters, consistent with the seven product innovation topics used as a basis for the NPDP examination: management, strategy, portfolio, process, design and development, market research, and culture & teams. PDMA Body of Knowledge includes detailed coverage of topics including: The key factors that lead to successful product innovation management. The importance of strategy to product innovation success, hierarchy of strategies, and establishing the organization's direction via vision, mission, values, and more. The role of portfolio management in selection of the right product innovation projects for an organization. Description of various product innovation processes and the pros and cons of each. The application of tools and techniques at various stages of the design and development process. The application of market research throughout product innovation. The importance of the right culture and team development. The material provided can be applied to the full range of product development projects included in most company portfolios, such as new products or services, line extensions, cost reductions, and product or service improvements. This newly revised and updated Third Edition includes new case studies, examples, and chapter exercises, along with sample NPDP examination questions. PDMA Body of Knowledge is an essential study resource for those studying for PDMA's NPDP exam. The text is also highly valuable to product management professionals, consultants, instructors, and students seeking to increase their knowledge base
Strategic Portfolio Management
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Author : Katy Angliss
language : en
Publisher: Taylor & Francis
Release Date : 2022-12-30
Strategic Portfolio Management written by Katy Angliss and has been published by Taylor & Francis this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-12-30 with Business & Economics categories.
This book provides a powerful insight into strategic portfolio management and its central role in the delivery of organisational strategy, maximisation of value creation, and efficient allocation of resources and capabilities to achieve organisational strategic objectives. The book makes a valuable contribution to the development of thinking on the translation of strategy into actionable work. Whether you are a senior manager building a high-performing strategic portfolio for your organisation or an academic searching for new perspectives on strategy execution through portfolio management, you will find great significance in this book. Twenty-eight chapters in four sections provide multiple perspectives on the topic, with in-depth guidance on organisational design for strategic portfolio management and covering all process, capability, and leadership aspects of strategic portfolio management. The book includes several detailed case studies for the effective deployment of strategic portfolios, bringing together theory and practice for strategic portfolio management. This book is particularly valuable for advanced undergraduate and postgraduate students of project and portfolio management, strategic management, and leadership who are looking to expand their knowledge within the multi-project environment. Highly practical and logical in its structure, it also shows project management professionals how to effectively manage their business portfolios and align this with their business strategy.
