Part C Planning for Vertical Brand Portfolio Management

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

A chapter in Vertical Brand Portfolio Management, 2015, pp 83-238 from Springer

Abstract: Abstract The aim of the following is the formulation of a planning process that will guide brand manufacturers when engaging in Vertical Brand Portfolio Management (VBPM). The chapter will begin with the establishment of general goal criteria that should act as the overall framework of the collaboration between manufacturer and retailer. To engage in VBPM, brand manufacturers are encouraged to thoroughly assess all relevant internal and external factors.

Keywords: Product Category; Brand Equity; Brand Manufacturer; Private Label; Store Brand (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_3

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DOI: 10.1007/978-3-658-08221-5_3

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