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Achieving the Ideal Brand Portfolio http://hbr.org/product/achieving-the-ideal-brand-portfolio/an/SMR167-PDF-ENG Source: MIT Sloan Management Review
8 pages. Publication Date: 一月 01, 2005. Prod. #: SMR167-PDF-ENG
To optimize a portfolio of brands, companies can use a step-by-step approach: decide on the brands to review; analyze each brand with respect to its contribution to the company; assess the brands according to current market performance (traction) and future prospects (momentum); and classify the brands along those three dimensions (contribution, traction, and momentum), allowing managers to identify both challenges and opportunities. The process enables companies to sort their brands into differ... Read More »
To optimize a portfolio of brands, companies can use a step-by-step approach: decide on the brands to review; analyze each brand with respect to its contribution to the company; assess the brands according to current market performance (traction) and future prospects (momentum); and classify the brands along those three dimensions (contribution, traction, and momentum), allowing managers to identify both challenges and opportunities. The process enables companies to sort their brands into different categories: power (a brand that needs to be defended ferociously and deployed judiciously), sleeper (a brand that with a little fast tracking can build into a power brand), slider (a valuable brand that has lost momentum, is slipping backwards, and needs immediate intervention to prevent meltdown), soldier (a solid brand that contributes quietly without the need for much management attention), black hole (a brand that sucks up resources and may or may not ever pay out), rocket (a brand that is on its way to power-brand status), wallflower (a small, underappreciated brand with very loyal
You can also now get 20% off your next purchase* in the HBR Store. Simply enter your promotion code HBRORGREG2 when prompted during checkout.
Achieving the Ideal Brand Portfolio http://hbr.org/product/achieving-the-ideal-brand-portfolio/an/SMR167-PDF-ENG Source: MIT Sloan Management Review
8 pages. Publication Date: 一月 01, 2005. Prod. #: SMR167-PDF-ENG
To optimize a portfolio of brands, companies can use a step-by-step approach: decide on the brands to review; analyze each brand with respect to its contribution to the company; assess the brands according to current market performance (traction) and future prospects (momentum); and classify the brands along those three dimensions (contribution, traction, and momentum), allowing managers to identify both challenges and opportunities. The process enables companies to sort their brands into differ... Read More »
To optimize a portfolio of brands, companies can use a step-by-step approach: decide on the brands to review; analyze each brand with respect to its contribution to the company; assess the brands according to current market performance (traction) and future prospects (momentum); and classify the brands along those three dimensions (contribution, traction, and momentum), allowing managers to identify both challenges and opportunities. The process enables companies to sort their brands into different categories: power (a brand that needs to be defended ferociously and deployed judiciously), sleeper (a brand that with a little fast tracking can build into a power brand), slider (a valuable brand that has lost momentum, is slipping backwards, and needs immediate intervention to prevent meltdown), soldier (a solid brand that contributes quietly without the need for much management attention), black hole (a brand that sucks up resources and may or may not ever pay out), rocket (a brand that is on its way to power-brand status), wallflower (a small, underappreciated brand with very loyal