New Perspective on Brand Portfolio Management

Robert Kozielski, Magdalena Kalinska-Kula, Michal Medowski
European Research Studies Journal, Volume XXV, Issue 1, 846-874, 2022
DOI: 10.35808/ersj/2890


Purpose: The purpose of the paper is to confront the STP (Segmentation, Targeting, Positioning) model and the EBM (Evidence-Based-Approach) concept concerning brand portfolio management (BPM) and aims to identify an approach that enhances an organization’s ability achieve better market performance. Design/methodology/approach: The quantitative and qualitative research methods were adopted for this study and applied to the analysis. The main study was preceded by qualitative research (in-depth interview (IDI) method) – the aim of which was to verify the research construct with academicians and practicians as well as pilot studies. The quantitative research was conducted using the computer assisted web interview (CAWI) method and conducted among 342 managers leading companies operating on the Polish market. Findings: The findings indicated that STP is more popular approach to BPM than the EBM model, but not enough to be considered as a dominant one. At the same time, there were no analysis to support the thesis that organizations managing a brand portfolio based on the EBM concept achieve higher market performance and efficiency of marketing activities than organizations based on the STP approach. Practical Implications: The most pivotal practical implication is that the explicitness and consistency of the implemented strategy are of significant importance for both the organization’s market performance and the brand portfolio management. Originality/Value: The research presented in the article contributes to the current literature and research on brand portfolio and provides insights into brand strategy development.

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