Revitalizing Brands and Brand Portfolios:Essays on Brand and Brand Portfolio Management Strategies
![Baris Depecik](/fileadmin/_processed_/6/4/csm_baris-depecik_ebede5e081.jpg)
Abstract
In today’s continuously changing and proliferating consumer products markets, manufacturers and retailers pursue a variety of strategies to keep their portfolio of brand offerings relevant and energetic. In this dissertation, I explore the effectiveness of some of the most commonly utilized ‘revitalization’ strategies.
In chapter 2, I examine firm value effects of focus-increasing brand divestitures.
In chapter 3, I focus on brand exits (i.e., the removal of a brand from a market either by a manufacturer or a retailer).
In chapter 4, I move away from strategies involving simplification of brand offerings and focus on sponsorships which is a commonly utilized strategy to energize established brands in mature product categories.
My findings collectively highlight the importance of pursuing a portfolio approach in successfully executing revitalization strategies.
Related events
Information
- Type
- PhD Defence
- Programme
- Marketing
- Date
- Thu. 6 Oct. 2016
- Time
- 13:30 - 15:00
- Location
- Senate Hall, Erasmus Building, Woudestein Campus
Contact
![Kim Harte](/fileadmin/_processed_/8/8/csm_a11b1b639cd8818809aa0ccde5d6937b-6946-kim-harte-mis-2023_7f18ac3950.jpg)
Supervisors
![Berk Ataman](/fileadmin/_processed_/9/2/csm_cdb6319033c2a3f9c98461b3699350bd-6056-berk-ataman_09368b58ae.jpg)
![Dennis Fok](/fileadmin/_processed_/4/3/csm_Dennis-Fok_3100cb079d.jpg)
- Member Doctoral Committee
![Gerrit van Bruggen](/fileadmin/_processed_/3/6/csm_c15bb333bb341a7fdb32923ebe44ce4a-6480-gerrit-van-brugggen_f4c396fac7.jpg)
- Promotor
![Yvonne van Everdingen](/fileadmin/_processed_/0/6/csm_yvonne-van-everdingen_aa6f0e87a1.jpg)
- Co-promotor
![Peeter Verlegh](/fileadmin/_processed_/b/d/csm_ca561868268542973a0dbf002f5f876a-peeter-verlegh-photo_7199d2c18b.png)
- Member Doctoral Committee
- Member Doctoral Committee
![Stefano Puntoni](/fileadmin/_processed_/9/f/csm_Puntoni_Stefano_3ff2f73ff8.jpg)
- Member Doctoral Committee
Coordinator
![Kim Harte](/fileadmin/_processed_/8/8/csm_a11b1b639cd8818809aa0ccde5d6937b-6946-kim-harte-mis-2023_7f18ac3950.jpg)