Vertical Brand Portfolio Management

1. Front Matter

   Pages I-XIX

   PDF

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

   PDF

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.

• Category Management
• Channel Relationships
• Efficient Consumer Response
• Private Labels
• Vertikal Marketing

• Hanze University Groningen International Business School, Oldenburg, Germany

  Diederich Bakker

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.

Policies and ethics