Reading Time: 5 minutesSmart brand managers actively manage their brand portfolios for maximum collective and individual brand return. If you’ve recently re-assessed your brand portfolio and identified what appear to be one or a number of under-performers, there are a range of options you can pursue to fix that situation.
Tag: brand equity
When brands change hands: 6 decisions for new owners
Reading Time: 4 minutesIf your brand is taken over by another company or your company takes over other brands, either as a stand-alone buy or as part of a broader merger and acquisition, what aspects of your current brand should stay as they are and what might you look to change?
How to protect your brand’s views (and stop others stealing them)
Reading Time: 3 minutesIt’s happened to Doc Martins, Burberry and others over the years: groups turned their brand into a symbol of something the brand itself did not believe or endorse.