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A recent example of brand architecture in action [6] is the reorganization of the General Motors brand portfolio to reflect its new strategy. Prior to bankruptcy, the company pursued a corporate-endorsed hybrid brand architecture structure, where GM underpinned every brand.
Firstly an accounting definition suggests that brand equity is a measure of the financial value of a brand and attempts to measure the net additional inflows as a result of the brand or the value of the intangible asset of the brand. [48] A different definition comes from marketing where brand equity is treated as a measure of the strength of ...
Unlike brand recognition, brand recall (also known as unaided brand recall or spontaneous brand recall) is the ability of the customer retrieving the brand correctly from memory. [11] Rather than being given a choice of multiple brands to satisfy a need, consumers are faced with a need first, and then must recall a brand from their memory to ...
AOL announced today that it is hiring Susan Lyne, Vice Chair of online fashion company Gilt and an AOL board member, to manage the online company's brand portfolio. In her new role, Ms. Lyne will ...
Brand valuation is the process of estimating the total financial value of a brand. A conflict of interest exists if those who value a brand were also involved in its creation. [ 1 ] The ISO 10668 standard specifies six key requirements for the process of valuing brands, which are transparency, validity , reliability , sufficiency, objectivity ...
Brand extension or brand stretching is a marketing strategy in ... and the company offering the product can increase its product portfolio and potentially gain a ...
Under the leadership of CEO Paul Polman, Unilever has managed to drive its operating performance in the past five years by restructuring and simplifying its brand portfolio. Unilever seems to ...
A portfolio company (commonly abbreviated as PortCo) is a company or entity in which a venture capital firm, a startup studio, or a holding company invests. [1] All companies currently backed by a private equity firm can be spoken of as the firm's portfolio .