Sökning: "Daniel Filipsson"

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  1. 1. In-Between Brands : Exploring the Essence of Brand Portfolio Management

    Författare :Daniel Filipsson; Sten Söderman; Henrik Uggla; Frans Melin; Stockholms universitet; []
    Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; brand portfolio management; brand leverage; brand extension; co-branding; ingredient branding; in-between brands; migration and iteration.; Business studies; Företagsekonomi; Business Administration; företagsekonomi;

    Sammanfattning : During the past two decades research has shown that brands are among a company’s most valuable assets. However, in today’s competitive landscape, it is not enough to just create strong brands. The focus lies rather in managing a range of brand lever-age strategies within complex brand portfolios. LÄS MER