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Vertical Brand Portfolio Management: The Planning Process


  • TANASE, George Cosmin


The goals that a brand manufacturer sets for the outcome of Vertical Brand Portfolio Management (VBPM) acts as the leading guidelines for the implementation of the strategy. They strongly affect the nature and design of the cooperation. For example, brand portfolio related goals will likely yield more on economical results whereas goals towards the retail partner are expected to emphasise relational outcomes. In principal, the goals of VBPM should be based on higher-level corporate- and in particular on marketing goals and objectives. Due to the fact that such goals depend on firm-specific situations of the brand manufacturer (e.g. size, brand portfolio, customer relationships etc.) not all such situations can be listed. Instead a general procedure will be proposed that includes appropriate criteria to determine the respective goals for VBPM.

Suggested Citation

  • TANASE, George Cosmin, 2017. "Vertical Brand Portfolio Management: The Planning Process," Romanian Distribution Committee Magazine, Romanian Distribution Committee, vol. 8(3), pages 26-29, September.
  • Handle: RePEc:rdc:journl:v:8:y:2017:i:3:p:26-29

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    Brands; private labels; planning process; strategic analysis; decisions; marketing objectives; brand architecture;
    All these keywords.

    JEL classification:

    • L20 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - General
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing


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