A dynamic approach to brand portfolio audit and brand architecture strategy
ISSN: 0955-534X
Article publication date: 10 January 2020
Issue publication date: 3 April 2020
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
:Emerald Publishing Limited
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