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Methods of Expansion of Brand Portfolio by International Companies


Yuliya Solovyeva, Olyga Mokrienko
(about the authors)

Solovyeva Yuliya Nikolaevna – Doctor of Economic Sci., Professor of the Academic Department of Marketing, Saint Petersburg State University of Economics

Mokrienko Olyga Mikhaylovna – Postgraduate Student of the Faculty of Commerce and Marketing, Saint Petersburg State University of Economics, Head of Marketing Department of LLC KaVo Dental Russland

Published in:
Russian Journal of Entrepreneurship
– № 11 / June, 2013



Keywords: brand portfolio, brands, international companies, local markets


Citation:
Yuliya Solovyeva, Olyga Mokrienko (2013). Methods of Expansion of Brand Portfolio by International Companies. Russian Journal of Entrepreneurship, 14(11), 30-36. — url: http://bgscience.ru/com/lib/4263


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Abstract:

The article observes methods of brand portfolio development that international companies implement on local markets for enlargement of brand portfolio: acquiring brands in M&A deals, introduction of own international brands to local market, development of own local brands, development of sub-brands. Advantages and disadvantages of each method is analyzed as well as conditions that favor implementation of each method and aims that companies pursue using listed methods.







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