Minder is meer: beperk je merken portfolio!

Actueel

The world’s largest consumer products companies such as Unilever and Procter & Gamble have recently announced shedding up to hundreds of brands, keeping only the strongest alive to make more profit. But when it comes to brand portfolio, is less really more? While most companies are convinced these big clean-ups result into increased firm value, new research reveals that in almost all cases the opposite is true.

Specific brands attract specific customers who relate to that brand and what it stands for. This is especially true for local brands. But brands must have an increasingly global reach and companies must have a ‘one-size-fits-all consumer needs’ mentality. This means cuts need to be made. So what happens to a company’s overall shareholder value after it announces its plans to cu...

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