Vertical Brand Portfolio Management - Strategies for Integrated Brand Management Between Manufacturers and Retailers Bakker DiederichPaperback
Vertical Brand Portfolio Management - Strategies for Integrated Brand Management Between Manufacturers and Retailers Bakker DiederichPaperback Diederich Bakker develops a comprehensive planning…
Specifikacia Vertical Brand Portfolio Management - Strategies for Integrated Brand Management Between Manufacturers and Retailers Bakker DiederichPaperback
Vertical Brand Portfolio Management - Strategies for Integrated Brand Management Between Manufacturers and Retailers Bakker DiederichPaperback
Diederich Bakker develops a comprehensive planning process that can guide brand manufacturers in assessing the internal and external environment. The planning process aides brand manufacturers in assessing product categories and in determining retailers for their suitability as cooperation partners. The step-by-step planning process includes strategies to thoroughly audit brand portfolios and to review an organisation s brand management capabilities.
Instead of fighting the retailer products brand manufacturers are encouraged to cooperate with retail partners by offering vertically integrated brand portfolios. The proposed Vertical Brand Portfolio Management is based on the principles of brand portfolio strategy assigning clear roles for all brands including private labels. Based on numerous international case studies, the author offers brand manufacturers and retailers practical tools to consider collaborations in the production and management of private labels.