Open Daily: 10am - 10pm | Alley door pickup 10am - 7pm 3038 Hennepin Ave Minneapolis, MN
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  • Open Daily: 10am - 10pm
    Alley-side Pickup: 10am - 7pm

    3038 Hennepin Ave Minneapolis, MN
    612-822-4611

Open Daily: 10am - 10pm | Alley-side Pickup: 10am - 7pm
3038 Hennepin Ave Minneapolis, MN
612-822-4611
Vertical Brand Portfolio Management: Strategies for Integrated Brand Management Between Manufacturers and Retailers

Vertical Brand Portfolio Management: Strategies for Integrated Brand Management Between Manufacturers and Retailers

Bakker, Diederich

Paperback

ManagementMarketing

ISBN10: 3658082208
ISBN13: 9783658082208
Publisher: Springer Gabler
Published: Dec 18 2014
Pages: 273
Weight: 0.86
Height: 0.67 Width: 5.83 Depth: 8.27
Language: English
Diederich Bakker develops a comprehensive planning process that can guide brand manufacturers in assessing the internal and external environment. The step-by-step planning process includes strategies to thoroughly audit brand portfolios and to review an organisation's brand management capabilities. The planning process aides brand manufacturers in assessing product categories and in determining retailers for their suitability as cooperation partners. The proposed Vertical Brand Portfolio Management is based on the principles of brand portfolio strategy assigning clear roles for all brands including private labels. Instead of fighting the retailer products brand manufacturers are encouraged to cooperate with retail partners by offering vertically integrated brand portfolios. Based on numerous international case studies, the author offers brand manufacturers and retailers practical tools to consider collaborations in the production and management of private labels.

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