How brand portfolios have changed: a study of grocery suppliers brands from 1994 to 2004

Sylvie Laforet, John A. Saunders

Research output: Contribution to journalArticle

Abstract

This study examines the changes in brand structures based on a repeat audit of brand portfolios by leading grocery product suppliers. It compares results from content analyses of four hundred leading suppliers' brands sold to Tesco and Sainsbury's in 1994 and 2004. The brand structures used have changed although not uniformly in extent or direction. There is now more complexity in the way brand names are used. An extended typology of brand structures is incorporated. Propositions drawn from latest thinking on the use of brand portfolios are compared with the findings implications discussed.
Original languageEnglish
Pages (from-to)39-58
Number of pages20
JournalJournal of Marketing Management
Volume23
Issue number1-2
DOIs
Publication statusPublished - Feb 2007

Keywords

  • brand structures
  • FMCG
  • brand portfolios
  • research paper

Fingerprint Dive into the research topics of 'How brand portfolios have changed: a study of grocery suppliers brands from 1994 to 2004'. Together they form a unique fingerprint.

Cite this