Part B Central Themes and Theoretical Foundations

Diederich Bakker ()
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Diederich Bakker: Hanze University Groningen International Business School

A chapter in Vertical Brand Portfolio Management, 2015, pp 13-81 from Springer

Abstract: Abstract The strategy of Vertical Brand Portfolio Management (VBPM) prescribes the integration of retailer owned brands (private labels) into brand portfolios of national brand manufacturers. The following is a discussion on the motivations and implications of VBPM for manufacturers of national brands from a brand portfolio perspective.

Keywords: Fair Trade; Brand Equity; Brand Manufacturer; Category Management; Private Label (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-08221-5_2

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DOI: 10.1007/978-3-658-08221-5_2

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