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
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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