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Brand portfolio structuring as an efficient tool for company competitiveness


Anastasiya Khizhina, Valentina Gerasimenko
(about the authors)

Khizhina Anastasiya Mikhaylovna – Postgraduate student, Chair of marketing, Economy facultet,Moscow state university named after M.V. Lomonosov Senior Brand Manager of consumer goods in the CIS,

Gerasimenko Valentina Vasilyevna – Doctor of Econ. Sci., Professor, Chair of marketing, Economy facultet, Moscow state university named after M.V. Lomonosov

Published in:
Russian Journal of Entrepreneurship
– № 13 / July, 2013



Keywords: brand portfolio, brand portfolio management, brand portfolio structure, trade marks` classification


Citation:
Anastasiya Khizhina, Valentina Gerasimenko (2013). Brand portfolio structuring as an efficient tool for company competitiveness. Russian Journal of Entrepreneurship, 14(13), 161-168. — url: http://bgscience.ru/com/lib/4316


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Abstract:

The article presents the key approaches to the formation of the structure of the brand portfolio.Centric approach and alterative molecular approach features in brand portfolio structuring are identified. «Johnson& Johnson» brand portfolio structure is analyzed. Conclusion is made in necessity of brand portfolio structuring according to market segmentation, competitive environment and disposable resources.







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