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Vertical Brand Portfolio Management

Strategies for Integrated Brand Management between Manufacturers and Retailers

  • Book
  • © 2015

Overview

Authors:
  1. Diederich Bakker

    1. Hanze University Groningen International Business School, Oldenburg, Germany

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  • Publication in the field of economic sciences
  • Includes supplementary material: sn.pub/extras

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Table of contents (3 chapters)

  1. Front Matter

    Pages I-XIX
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  2. Part A Introductory Chapter

    • Diederich Bakker
    Pages 1-11

  3. Part B Central Themes and Theoretical Foundations

    • Diederich Bakker
    Pages 13-81

  4. Part C Planning for Vertical Brand Portfolio Management

    • Diederich Bakker
    Pages 83-238

  5. Back Matter

    Pages 239-273
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Keywords

About this book

Diederich Bakker develops a comprehensive planning process that can guide brand manufacturers in assessing the internal and external environment. The step-by-step planning process includes strategies to thoroughly audit brand portfolios and to review an organisation’s brand management capabilities. The planning process aides brand manufacturers in assessing product categories and in determining retailers for their suitability as cooperation partners. The proposed Vertical Brand Portfolio Management is based on the principles of brand portfolio strategy assigning clear roles for all brands including private labels. Instead of fighting the retailer products brand manufacturers are encouraged to cooperate with retail partners by offering vertically integrated brand portfolios. 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.

Authors and Affiliations

  • Hanze University Groningen International Business School, Oldenburg, Germany

    Diederich Bakker

About the author

Diederich Bakker has a professional background in advertising and received his doctorate from the University of Oldenburg. He teaches branding, advertising and digital marketing courses in the Netherlands.

Bibliographic Information

  • Book Title: Vertical Brand Portfolio Management

  • Book Subtitle: Strategies for Integrated Brand Management between Manufacturers and Retailers

  • Authors: Diederich Bakker

  • DOI: https://doi.org/10.1007/978-3-658-08221-5

  • Publisher: Springer Gabler Wiesbaden

  • eBook Packages: Business and Economics, Business and Management (R0)

  • Copyright Information: Springer Fachmedien Wiesbaden 2015

  • Softcover ISBN: 978-3-658-08220-8Published: 18 December 2014

  • eBook ISBN: 978-3-658-08221-5Published: 01 December 2014

  • Edition Number: 1

  • Number of Pages: XIX, 273

  • Number of Illustrations: 25 b/w illustrations

  • Topics: Business Strategy/Leadership, Marketing, Management

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