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- Title
Brand Portfolio Express Strategy: Basic Strategies for Seamless and Holistic Brand Acquisition Management.
- Authors
Uggla, Henrik
- Abstract
Companies increasingly accelerate business growth through brand acquisitions. The paper introduces the acronym BASIC for improved brand acquisition management. Basically, brand portfolio orientation, awareness sensitivity, separation of brand and business cash flows and creative brand architecture can contribute to a more integrated and seamless brand acquisition strategy. Anchored empirical highlights from LEGO toys, ASSA ABLOY lockers and Dometic outdoor moving and outdoor lifestyle equipment illuminate some of the theoretical and conceptual ideas revolving around the BASIC model of brand acquisitions.
- Subjects
ASSA ABLOY AB; BRANDING (Marketing); PRODUCT management; LEGO toys; BUSINESS expansion; CASH flow
- Publication
IUP Journal of Brand Management, 2021, Vol 18, Issue 4, p58
- ISSN
0972-9097
- Publication type
Article