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Brand Portfolio Reengineering. The Gruppo Coin Case


  • Flavio Gnecchi

    () (University of Milan-Bicocca)

  • Paolo Ricotti

    () (Gruppo COIN, CEO)


Brand portfolio reengineering is the typical process a company uses to set the organization in a complete, harmonious, and consistent manner; the target is to maximize the value of its brand equity. The more complex and varied are brand portfolio and product portfolio of a company, the more difficult is the competitive settlement that normally deals in conjunction with other epochal moments of its life (acquisitions, mergers, change of shareholders or top management). In the Gruppo Coin the process of store brand portfolio reengineering has entailed a major revision of the organizational model to support themselves store brands, actually it is still evolving

Suggested Citation

  • Flavio Gnecchi & Paolo Ricotti, 2001. "Brand Portfolio Reengineering. The Gruppo Coin Case," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 1 Brand E.
  • Handle: RePEc:sym:journl:5:y:2001:i:1

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