Brand Portfolio Reengineering. The Gruppo Coin Case

Flavio Gnecchi () and Paolo Ricotti
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Flavio Gnecchi: University of Milan-Bicocca
Paolo Ricotti: Gruppo COIN, CEO

Symphonya. Emerging Issues in Management, 2001, issue 1 Brand Equity

Abstract: Brand portfolio reengineering is the typical process a company uses to set the organization in a complete, harmonious, and consistent manner; the target is to maximize the value of its brand equity. The more complex and varied are brand portfolio and product portfolio of a company, the more difficult is the competitive settlement that normally deals in conjunction with other epochal moments of its life (acquisitions, mergers, change of shareholders or top management). In the Gruppo Coin the process of store brand portfolio reengineering has entailed a major revision of the organizational model to support themselves store brands, actually it is still evolving

Keywords: Brand; Brand Equity; Brand Management; Brand Portfolio Reengineering; Marketing; Retail Marketing; The Gruppo Coin Case DOI:http://dx.doi.org/10.4468/2001.1.05gnecchi.ricotti (search for similar items in EconPapers)
Date: 2001
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Citations: View citations in EconPapers (5)

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