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Brand Portfolio Management. Basic principles and recent trends: Shown in context of a consumer goods company - Couverture souple
Synopsis
Diploma Thesis from the year 2007 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0, Aachen University of Applied Sciences, language: English, abstract: This paper argues that brand portfolio management is an inevitable discipline in marketing and has to be applied in the business practice. It presents the current literature about this topic, beginning with the general branding theories, covering basics and first approaches to brand portfolio management, and also takes the international focus on brand portfolio management. It shows a case-study of the fast moving consumer goods producer Unilever. Its "Path to Growth" strategy, where Unilever went through the biggest restructuring efforts in its history, is presented and analysed. The Unilever "Path to Growth" strategy, was a five year restructuring plan launched in 1999, in which Unilever sold an disinvested many established and smaller brands, cut substantial amounts of costs, laid off thousands of employees and restructured their brand portfolio considerably. The weaknesses and the benefits of "Path to Growth" are shown, and also brand portfolio management in general is described in this context. The Unilever case is analysed in detail. The motivations for brand portfolio management in general, and the specific restructuring campaign are shown and explained. Financial and qualitative analysis is taken. The outcome of the restructurings is evaluated and conclusions are taken. Recommendations for further studies are made and an outlook is given.
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Brand Portfolio Management. Basic principles and recent trends
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Taschenbuch. Etat : Neu. This item is printed on demand - it takes 3-4 days longer - Neuware -Diploma Thesis from the year 2007 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0, Aachen University of Applied Sciences, language: English, abstract: This paper argues that brand portfolio management is an inevitable discipline in marketing and has to be applied in the business practice. It presents the current literature about this topic, beginning with the general branding theories, covering basics and first approaches to brand portfolio management, and also takes the international focus on brand portfolio management. It shows a case-study of the fast moving consumer goods producer Unilever. Its 'Path to Growth' strategy, where Unilever went through the biggest restructuring efforts in its history, is presented and analysed. The Unilever 'Path to Growth' strategy, was a five year restructuring plan launched in 1999, in which Unilever sold an disinvested many established and smaller brands, cut substantial amounts of costs, laid off thousands of employees and restructured their brand portfolio considerably. The weaknesses and the benefits of 'Path to Growth' are shown, and also brand portfolio management in general is described in this context. The Unilever case is analysed in detail. The motivations for brand portfolio management in general, and the specific restructuring campaign are shown and explained. Financial and qualitative analysis is taken. The outcome of the restructurings is evaluated and conclusions are taken. Recommendations for further studies are made and an outlook is given. 64 pp. Englisch. N° de réf. du vendeur 9783638905855
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Brand Portfolio Management. Basic principles and recent trends
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Taschenbuch. Etat : Neu. This item is printed on demand - Print on Demand Titel. Neuware -Diploma Thesis from the year 2007 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0, Aachen University of Applied Sciences, language: English, abstract: This paper argues that brand portfolio management is an inevitable discipline in marketing and has to be applied in the business practice. It presents the current literature about this topic, beginning with the general branding theories, covering basics and first approaches to brand portfolio management, and also takes the international focus on brand portfolio management. It shows a case-study of the fast moving consumer goods producer Unilever. Its ¿Path to Growth¿ strategy, where Unilever went through the biggest restructuring efforts in its history, is presented and analysed. The Unilever ¿Path to Growth¿ strategy, was a five year restructuring plan launched in 1999, in which Unilever sold an disinvested many established and smaller brands, cut substantial amounts of costs, laid off thousands of employees and restructured their brand portfolio considerably. The weaknesses and the benefits of ¿Path to Growth¿ are shown, and also brand portfolio management in general is described in this context. The Unilever case is analysed in detail. The motivations for brand portfolio management in general, and the specific restructuring campaign are shown and explained. Financial and qualitative analysis is taken. The outcome of the restructurings is evaluated and conclusions are taken. Recommendations for further studies are made and an outlook is given.GRIN Publishing GmbH, Waltherstraße 23, 80337 München 64 pp. Englisch. N° de réf. du vendeur 9783638905855
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Brand Portfolio Management. Basic principles and recent trends : Shown in context of a consumer goods company
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Taschenbuch. Etat : Neu. Druck auf Anfrage Neuware - Printed after ordering - Diploma Thesis from the year 2007 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0, Aachen University of Applied Sciences, language: English, abstract: This paper argues that brand portfolio management is an inevitable discipline in marketing and has to be applied in the business practice. It presents the current literature about this topic, beginning with the general branding theories, covering basics and first approaches to brand portfolio management, and also takes the international focus on brand portfolio management. It shows a case-study of the fast moving consumer goods producer Unilever. Its 'Path to Growth' strategy, where Unilever went through the biggest restructuring efforts in its history, is presented and analysed. The Unilever 'Path to Growth' strategy, was a five year restructuring plan launched in 1999, in which Unilever sold an disinvested many established and smaller brands, cut substantial amounts of costs, laid off thousands of employees and restructured their brand portfolio considerably. The weaknesses and the benefits of 'Path to Growth' are shown, and also brand portfolio management in general is described in this context. The Unilever case is analysed in detail. The motivations for brand portfolio management in general, and the specific restructuring campaign are shown and explained. Financial and qualitative analysis is taken. The outcome of the restructurings is evaluated and conclusions are taken. Recommendations for further studies are made and an outlook is given. N° de réf. du vendeur 9783638905855
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Brand Portfolio Management. Basic principles and recent trends | Shown in context of a consumer goods company
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Taschenbuch. Etat : Neu. Brand Portfolio Management. Basic principles and recent trends | Shown in context of a consumer goods company | Frank Piotraschke | Taschenbuch | 64 S. | Englisch | 2008 | GRIN Verlag | EAN 9783638905855 | Verantwortliche Person für die EU: GRIN Publishing GmbH, Waltherstr. 23, 80337 München, info[at]grin[dot]com | Anbieter: preigu Print on Demand. N° de réf. du vendeur 101869768
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Brand Portfolio Management. Basic principles and recent trends: Shown in context of a consumer goods company
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GRIN Verlag, 2008
ISBN 10 : 3638905853
ISBN 13 : 9783638905855
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Brand Portfolio Management. Basic principles and recent trends: Shown in context of a consumer goods company
Edité par
Grin Verlag, 2008
ISBN 10 : 3638905853
ISBN 13 : 9783638905855
Ancien ou d'occasion
Couverture souple
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Etat : Like New. This is a reproduction of an out of print title. This book may have occasional imperfections such as missing or blurred pages, poor pictures, errant marks, etc. that were either part of the original artifact, or were introduced by the scanning process. Your purchase helps support Sri Lankan Children's Charity 'The Rainbow Centre'. Our donations to The Rainbow Centre have helped provide an education and a safe haven to hundreds of children who live in appalling conditions. N° de réf. du vendeur Z1-M-016-01742
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