Vertical Brand Portfolio Management: Strategies for by Diederich Bakker

By Diederich Bakker

Diederich Bakker develops a complete making plans technique which can consultant model brands in assessing the inner and exterior setting. The step by step making plans approach comprises suggestions to completely audit model portfolios and to check an organisation’s model administration functions. The making plans method aides model brands in assessing product different types and in making a choice on outlets for his or her suitability as cooperation companions. The proposed Vertical model Portfolio administration is predicated at the rules of brand name portfolio process assigning transparent roles for all manufacturers together with deepest labels. rather than scuffling with the keep items model brands are inspired to cooperate with retail companions by way of providing vertically built-in model portfolios. in keeping with quite a few foreign case reviews, the writer bargains model brands and shops functional instruments to think about collaborations within the creation and administration of personal labels.

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By Diederich Bakker

Diederich Bakker develops a complete making plans technique which can consultant model brands in assessing the inner and exterior setting. The step by step making plans approach comprises suggestions to completely audit model portfolios and to check an organisation’s model administration functions. The making plans method aides model brands in assessing product different types and in making a choice on outlets for his or her suitability as cooperation companions. The proposed Vertical model Portfolio administration is predicated at the rules of brand name portfolio process assigning transparent roles for all manufacturers together with deepest labels. rather than scuffling with the keep items model brands are inspired to cooperate with retail companions by way of providing vertically built-in model portfolios. in keeping with quite a few foreign case reviews, the writer bargains model brands and shops functional instruments to think about collaborations within the creation and administration of personal labels.

Show description

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Additional resources for Vertical Brand Portfolio Management: Strategies for Integrated Brand Management between Manufacturers and Retailers

Example text

The discussion of VM finds its relevance is several areas. Firstly, the relationship between suppliers of branded goods and retailers is characterised by mutual dependency (Tomczak and Gussek, 1992). On the one hand brand manufacturers need distributors to gain consumer access to sell their products on the other hand retailers want to sell popular brands that consumers demand. A shift in the balance of power between suppliers and retailers in favour of the retailer has been observed by a number of authors (Shaw and Gibbs, 1995, Kumar, 1996, Narasimhan and Wilcox, 1998).

Laundry detergents). Often embedded in a house of store brands strategy, such category brands are neither affiliated to the store nor to one another. A private label brand that covers a category can more easily communicate category specific attributes and benefits. Unlike category overarching private label programs, often found in generic lowprice lines, category store brands do not risk to cause conflict between different category associations. For example, some product categories may be positioned on functional performance, whereas others are positioned on image.

Products at par with leading brands. Benefit of environmentally friendly PC Home Small furniture, kitchen Subbrand segmented category based. Additional appliances, bathroom benefits: modern, stylish, convenient items PC Lawn & Garden Flowers, fertiliser, garden accessories Subbrand category based. Additional benefits of fun and easiness PC Financial Banking, insurance Category based subbrand PC Telecom Mobile phones, telephony Category based subbrand Table 5: President’s Choice brand portfolio18 PC’s premium-lite positioning is promoted on its website to “deliver PC products at prices lower than the leading brands” and includes a money-back guarantee (Loblaws, 2011).

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