Brand Portfolio Reengineering. The Gruppo Coin Case
Brand portfolio reengineering is the typical process a company uses to set the organization in a complete, harmonious, and consistent manner; the target is to maximize the value of its brand equity. The more complex and varied are brand portfolio and product portfolio of a company, the more difficu...
Main Authors: | Flavio Gnecchi, Paolo Ricotti |
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Format: | Article |
Language: | English |
Published: |
Niccolò Cusano University-Rome
2001-06-01
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Series: | Symphonya |
Subjects: | |
Online Access: | https://symphonya.unicusano.it/article/view/9117 |
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