Brand portfolios

Patrick Barwise and Thomas Robertson

European Management Journal, 1992, vol. 10, issue 3, 277-285

Abstract: Firms are rushing to create brand portfolios, especially for the Single European Market. Patrick Barwise and Thomas Robertson look at means of developing portfolios -- from geographic brand extension and brand acquisitions and brand alliances -- and the advantages and limitations of each approach. They also show why brand portfolios will dominate much of the marketing landscape of the 1990s.

Date: 1992
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