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A dynamic approach to brand portfolio audit and brand architecture strategy

Amélia Brandão (Universidade do Porto, Faculdade de Economia, Porto, Portugal)
Jose Carlos C. Sousa (Universidade do Porto, Faculdade de Economia, Porto, Portugal)
Clarinda Rodrigues (Linnaeus University, Vaxjo, Sweden)

European Business Review

ISSN: 0955-534X

Article publication date: 10 January 2020

Issue publication date: 3 April 2020

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Abstract

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.

Keywords

Citation

Brandão, A., Sousa, J.C.C. and Rodrigues, C. (2020), "A dynamic approach to brand portfolio audit and brand architecture strategy", European Business Review, Vol. 32 No. 2, pp. 181-210. https://doi.org/10.1108/EBR-12-2018-0206

Publisher

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Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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