A dynamic approach to brand portfolio audit and brand architecture strategy

• Type: Article in International Scientific Journal
• Date: 2020-01-02

Authors

Amélia Brandão (Author) FEP; José Carlos Sousa (Author) Other; Clarinda Rodrigues (Author) Other

Journal

Title: European Business Review

Vol. 32 No. 2

Pages: 181-210

ISSN: 0955-534X

Publisher: Emerald

Indexing

ISI Web of Knowledge - 6 Citations

Scopus - 9 Citations

AERES (Agence d'évaluation de la recherche et de l'enseignement supérieur)

EBSCO

Other information

Authenticus ID: P-00R-JBZ

DOI: 10.1108/ebr-12-2018-0206

Abstract (EN): Purpose: This paper aims to propose a dynamic and holistic framework that combines the brand portfolio audit with the brand architecture redesign. Design/methodology/approach: Depicting from an extensive review on the frameworks of brand audit and brand architecture, a dynamic approach to brand portfolio audit and brand architecture strategy was developed, and later applied and tested in three B2B and B2C companies. Findings: The paper suggests an eight-step framework to guide practitioners when auditing a specific brand portfolio and designing a revised brand architecture strategy. Additionally, a Brand Audit Scorecard was developed to enable and sustain brand portfolio audits, divided into three dimensions (brand equity, brand contribution and strategic options). Research limitations/implications: Further research should aim at testing the proposed framework in different types of companies and countries. Originality/value: This paper contributes to the brand audit and brand architecture literature by proposing a holistic framework that is not static. © 2020, Emerald Publishing Limited.

Language: English

Type (Professor's evaluation): Scientific