This paper argues that brand portfolio management is an inevitable discipline in marketing and has to be applied in the business practice. It presents the current literature about this topic, beginning with the general branding theories, covering basics and first approaches to brand portfolio management, and also takes the international focus on brand portfolio management. It shows a case-study of the fast moving consumer goods producer Unilever. Its “Path to Growth” strategy, where Unilever went through the biggest restructuring efforts in its history, is presented and analysed. The Unilever “Path to Growth” strategy, was a five year restructuring plan launched in 1999, in which Unilever sold an disinvested many established and smaller brands, cut substantial amounts of costs, laid off thousands of employees and restructured their brand portfolio considerably. The weaknesses and the benefits of “Path to Growth” are shown, and also brand portfolio management in general is described in this context. The Unilever case is analysed in detail. The motivations for brand portfolio management in general, and the specific restructuring campaign are shown and explained. Financial and qualitative analysis is taken. The outcome of the restructurings is evaluated and conclusions are taken. Recommendations for further studies are made and an outlook is given.
Table of Contents
- 1 Abstract
- 2 Introduction
- 2.1 Aims and Objectives
- 2.2 Limitations
- 3 Literature Review
- 3.1 Branding
- 3.2 Brand Equity
- 3.3 Brand Portfolio Management
- 3.3.1 Brand Portfolio
- 3.3.2 Product-defining Roles
- 3.3.3 Portfolio Roles
- 3.3.4 Brand Scope
- 3.3.5 Portfolio Structure
- 3.3.6 Brand Portfolio Objectives
- 3.3.7 International Brand Portfolio Management
- 4 Market Analysis
- 4.1 Research Methodologies
- 4.2 Unilever-Case
- 4.2.1 Marketing Analysis of Unilever
- 4.2.2 Why did they do it?
- 4.2.3 How did they do it?
- 4.2.4 Were they successful?
- 4.2.5 Financial Analysis
- 4.2.6 Qualitative Analysis
- 4.3 Observation of Market Performers
- 5 Findings, Recommendations and Conclusion
- 5.1 Findings for main aims
- 5.2 Findings for objectives
- 5.3 Reliability, validity and generalisability of the findings
- 5.4 Recommendation
- 5.4.1 Academic
- 5.4.2 Managerial
- 5.5 Conclusion
Objectives and Key Themes
This paper aims to demonstrate the necessity of brand portfolio management in marketing and business practice. It explores existing literature on branding, brand equity, and brand portfolio management, culminating in a detailed case study of Unilever's "Path to Growth" restructuring strategy. The study analyzes the strategy's successes and failures, examining both financial and qualitative aspects.
- The importance of brand portfolio management in marketing and business.
- Analysis of Unilever's "Path to Growth" strategy and its impact.
- Examination of the financial and qualitative aspects of brand portfolio restructuring.
- Exploration of the challenges and benefits of international brand portfolio management.
- Development of recommendations for future research and managerial practice.
Chapter Summaries
2 Introduction: This chapter introduces the central argument for the necessity of brand portfolio management in marketing, setting the stage for the subsequent literature review and case study. It briefly outlines the paper's aims, objectives, and limitations, providing a roadmap for the reader.
3 Literature Review: This chapter provides a comprehensive overview of existing literature on branding, brand equity, and brand portfolio management. It covers fundamental branding theories and delves into various aspects of brand portfolio management, including brand portfolio definition, product-defining roles, portfolio roles, brand scope, portfolio structure, objectives, and the international dimension of brand portfolio management. This section lays the theoretical groundwork for the subsequent empirical analysis.
4 Market Analysis: This chapter presents the research methodologies employed and then focuses on the Unilever case study. It examines Unilever's marketing analysis, delves into the motivations behind their "Path to Growth" restructuring, details the implementation of the strategy, evaluates its success, and includes both financial and qualitative analyses. The chapter also incorporates observations of other market performers, providing a comparative perspective.
Keywords
Brand portfolio management, branding, brand equity, Unilever, Path to Growth, restructuring, marketing strategy, financial analysis, qualitative analysis, international brand management, case study.
Frequently Asked Questions: A Comprehensive Language Preview
What is the main topic of this paper?
This paper focuses on the importance of brand portfolio management in marketing and business practice. It uses a detailed case study of Unilever's "Path to Growth" restructuring strategy to illustrate its arguments.
What are the key themes explored in this paper?
The key themes include the importance of brand portfolio management, analysis of Unilever's "Path to Growth" strategy, examination of financial and qualitative aspects of brand portfolio restructuring, challenges and benefits of international brand portfolio management, and recommendations for future research and managerial practice.
What is included in the "Literature Review" chapter?
This chapter provides a comprehensive overview of existing literature on branding, brand equity, and brand portfolio management. It covers fundamental branding theories and various aspects of brand portfolio management, including brand portfolio definition, product-defining roles, portfolio roles, brand scope, portfolio structure, objectives, and the international dimension.
What methodology does the "Market Analysis" chapter use?
The "Market Analysis" chapter uses a case study of Unilever's "Path to Growth" strategy. It examines Unilever's marketing analysis, the motivations behind the restructuring, its implementation, success evaluation, and includes both financial and qualitative analyses. It also incorporates observations of other market performers for comparison.
What are the key findings and recommendations?
The findings section presents results related to the paper's main aims and objectives, assesses the reliability and validity of the findings, and offers both academic and managerial recommendations. The conclusion summarizes the key takeaways of the study.
What is the structure of this document?
The document includes an abstract, introduction (with aims, objectives and limitations), a literature review on branding and brand portfolio management, a market analysis focusing on a Unilever case study, and a conclusion with findings, recommendations, and a summary. A table of contents is provided for easy navigation.
What are the keywords associated with this paper?
Brand portfolio management, branding, brand equity, Unilever, Path to Growth, restructuring, marketing strategy, financial analysis, qualitative analysis, international brand management, case study.
What specific aspects of Unilever's "Path to Growth" strategy are analyzed?
The analysis of Unilever's "Path to Growth" strategy includes an examination of their marketing analysis, the reasons behind the strategy, how it was implemented, its success or failure, and both financial and qualitative assessments.
What is the purpose of this document?
The purpose is to demonstrate the necessity of brand portfolio management in marketing and business practice by providing a comprehensive literature review and a detailed case study analysis.
Who is the intended audience for this document?
The intended audience appears to be academics and professionals interested in marketing, branding, and brand portfolio management.
- Quote paper
- Diplom Kaufmann (FH), B.A. (hons) Frank Piotraschke (Author), 2007, Brand Portfolio Management. Basic principles and recent trends, Munich, GRIN Verlag, https://www.grin.com/document/85592
