| Abstract [eng] |
The importance of brand portfolio: product and brand relationship to companies activities are analyzed in this work. The company’s work result in competitive market depends not only from product, it’s advantages and disadvantages, but also on effective brand portfolio management. The work has four parts. The first part gives the scientific literature analysis of brand portfolio, product and brand relationship. The model of brand portfolio planning is prepared on the second part. The application of theoretic product brand portfolio model is researched in the third part. Findings and guidelines depending on the results of theoretic studies and practice researching are prepared on the last part. Brands play a significant role in developing marketing strategies for specific product categories in a firm. The term “brand portfolio” refers to an organization’s approach to the design and management of its products brands. In particular, brand portfolio decisions are concerned with the number of brands to utilize the role of specific brands and the relationship between such brands. A coherent brand portfolio is a key component of a firm’s overall marketing strategy as it provides a structure to leverage strong brands into other markets, assimilate acquired brands, and rationalize the firm’s branding strategy. Brand extension, umbrella branding, and acquisition give firms an increasingly complex portfolio of brands. This study discusses and shows how firms can develop brand portfolio, and considers the factors that contribute in shaping the brand portfolio. The managerial implications to brand portfolio structure and its developing or reconfigure are also analyzed. Accomplished to theoretic study of brand portfolio prepared the model for brand portfolio planning. The model shows, that for correct brand portfolio it is essential to decide product brand’s conception, choose brand strategy, to attach brand elements to different products and to prepare or adopt the marketing strategy. Accomplished practical research shows, that the theoretic model were approved by analysis of SC “Kalnapilis” brand portfolio. Depending on the results of SC “Kalnapilis” brand portfolio researching were prepared findings and guidelines. |
