Construct · 1 fields · 1 citations

brand deletion: a standalone construct

One name. One construct. A landmark on the map.

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Branding

a firm's decision to drop brands from its portfolio, and how such deletions bear on corporate image and reputation.

In branding, brand deletion refers to a firm's decision to drop brands from its portfolio, and how such deletions bear on corporate image and reputation. This meaning comes from Varadarajan (2006) in Journal of the Academy of Marketing Science.[1]

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Nearby constructs

image4 fields · 5 citationsjingle · one word, four constructs portfolio3 fields · 3 citationsjingle · one word, three constructs reputation4 fields · 4 citationsjingle · one word, four constructs

References

Varadarajan, R. (2006). Brand Portfolio, Corporate Image, and Reputation: Managing Brand Deletions. Journal of the Academy of Marketing Science, 34(2), 195-205. https://doi.org/10.1177/0092070305284988

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