Construct · 1 fields · 1 citations

brand portfolio strategy: a standalone construct

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

● anchor · a standalone construct Nearest construct by meaning·not indexed
brand portfoliostrategy1 CONSTRUCTBrand portfolio strategyMORGAN · BRANDING

A single standalone construct; nearby constructs are located against it in the Collider. Tap a field for its definition, unit, and measures.

Branding

the number, ownership, segment coverage, competition and quality of brands a firm markets, linked to the firm's marketing and financial performance.

In branding, brand portfolio strategy refers to the number, ownership, segment coverage, competition and quality of brands a firm markets, linked to the firm's marketing and financial performance. This meaning comes from Morgan (2009) in Journal of Marketing.[1]

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Nearby constructs

business1 fields · 1 citationsanchor · a standalone constructcoverage3 fields · 3 citationsjingle · one word, three constructsnumber3 fields · 6 citationsjingle · one word, three constructs

References

  1. Morgan, N. A., & Rego, L. L. (2009). Brand Portfolio Strategy and Firm Performance. Journal of Marketing, 73(1), 59-74. https://doi.org/10.1509/jmkg.73.1.059

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