IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-00812097.html
   My bibliography  Save this paper

Construction of international brand portfolios: impact on local brands

Author

Listed:
  • Bruno Godey

    (Pôle Customer, Retail and Supply Chain - Rouen Business School - Rouen Business School, Pôle Markets, Brands & Experiences - Rouen Business School - Rouen Business School)

  • Chantal Lai

    (Pôle de Recherche - Rouen Business School - Rouen Business School)

Abstract

Purpose - In the literature, the question of how the strategies of brand portfolios affect performance remains open and subject to contradictory developments. This paper aims to highlight the various steps involved in the analysis of international brand portfolios as well as issues specific to each of these phases. Design/methodology/approach - This article relies on the results of a longitudinal case study conducted in collaboration with the marketing direction of Procter & Gamble's European Business Unit "Laundry and Fabric Care" from 2004 to 2009. Findings - The authors present the strategic and operational movements that led to the reduction of the P&G brand portfolio in the laundry category. The authors then compare them with the current results of the company in this market to assess the performance of this strategy of rationalization. Originality/value - While the best way forward to construct international brand portfolios has not yet been specifically defined and many questions remain, this article provides an illustration of a methodology tested by an international company

Suggested Citation

  • Bruno Godey & Chantal Lai, 2011. "Construction of international brand portfolios: impact on local brands," Post-Print hal-00812097, HAL.
    • Handle: RePEc:hal:journl:hal-00812097
    DOI: 10.1108/10610421111157928
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Dr. Kegoro O. Henry & Dr. Mwenda Justus & Dr. Elias Njagi, 2024. "The Role of Brand Management on Fast-Moving Consumer Goods Selection Among the Unemployed Urban Class During the Covid-19 Era. A Conceptual Paper," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(2), pages 856-872, February.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-00812097. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.