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Linear Model for Brand Portfolio Optimization

Author

Listed:
  • Kral Pavol

    (University of Žilina, Faculty of Operation and Economics of Transport and Communications, Department of Economics, Univerzitná 1, 010 26 Žilina, Slovakia)

  • Janoskova Katarina

    (University of Žilina, Faculty of Operation and Economics of Transport and Communications, Department of Economics, Univerzitná 1, 010 26 Žilina, Slovakia)

  • Durana Pavol

    (University of Žilina, Faculty of Operation and Economics of Transport and Communications, Department of Economics, Univerzitná 1, 010 26 Žilina, Slovakia)

Abstract

Research purpose. The aim of the paper is to create a model that allows building an optimal brand portfolio, allowing an organisation to achieve its goals. The created model is based on the bivalent programming theory. A mathematical model of optimum brand portfolio is created based on linear programming with restricting conditions being the maximum acceptable risk level and budget. The basic types of resources and basic types of relations between brands are explained, which are part of the process of brand portfolio optimization.

Suggested Citation

  • Kral Pavol & Janoskova Katarina & Durana Pavol, 2019. "Linear Model for Brand Portfolio Optimization," Economics and Culture, Sciendo, vol. 16(1), pages 32-39, June.
    • Handle: RePEc:vrs:ecocul:v:16:y:2019:i:1:p:32-39:n:4
    DOI: 10.2478/jec-2019-0004
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    References listed on IDEAS

    as
    1. Ujwal Kayande & John H. Roberts & Gary L. Lilien & Duncan K. H. Fong, 2007. "Mapping the Bounds of Incoherence: How Far Can You Go and How Does It Affect Your Brand?," Marketing Science, INFORMS, vol. 26(4), pages 504-513, 07-08.
    2. Nguyen, Hang T. & Zhang, Yufei & Calantone, Roger J., 2018. "Brand portfolio coherence: Scale development and empirical demonstration," International Journal of Research in Marketing, Elsevier, vol. 35(1), pages 60-80.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Brand strategy; Brand portfolio; Optimisation; Resources;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other
    • L19 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Other

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