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Lecture 4 slides

  1. Brand portfolio strategy
  • Mono-brand portfolio (a branded house)
  • Multi-brand portfolio (a house of brands)
  • Sub-branding portfolio
  • Endorsed branding portfolio
  • Hybrid portfolio
  • Returns and risks of brand portfolio
  1. Brand roles and scopes in the brand portfolio
  2. Achieving the ideal brand portfolio
  3. Brand architecture

Lecture 4 – Managging brand portfolios – 13 Dec 2022

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