Sökning: "Bonnie Tran"

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  1. 1. Ett varumärke för varje behov: Balansering och differentiering av varumärken i multi-brand portföljer

    Kandidat-uppsats, Ekonomihögskolan, ELNU

    Författare :Bonnie Tran; [2011]
    Nyckelord :Multi-brand portfolio; brand strategy; brand architecture; segmentation; positioning; product differentiation;

    Sammanfattning : Multi-brand portfolios are characterized by comprising many brands in the same product category. Companies that have chosen to organize their products according to this strategy are facing both possibilities, such as expanding the accessible market size, and challenges such as how to organize the brands, their individual roles and their relation and position to the other brands in the category to maximize revenues. LÄS MER