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Articles (34)

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1-10 of 34 results for brand portfolio strategy

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Select article: Brand Portfolio Strategy and Firm Performance

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Research article

First published 2009-1

Brand Portfolio Strategy and Firm Performance

Neil A. Morgan, Lopo L. Rego

Journal of Marketing

Select article: Telenor Pakistan: Gathering the Architectural Pearls for a Better Tomorrow

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Case report

First published 2025

Telenor Pakistan: Gathering the Architectural Pearls for a Better Tomorrow

Farah Naz Baig

Asian Journal of Management Cases

Select article: MTR Foods—Redesigning Brand Identity and Brand Architecture

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Case report

First published 2025-9

MTR Foods—Redesigning Brand Identity and Brand Architecture

Ruppal Walia Sharma, Renuka Kamath

Asian Journal of Management Cases

Select article: Brands Matter: An Empirical Demonstration of the Creation of Shareholder Value Through Branding

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Research article

First published 2006-04

Brands Matter: An Empirical Demonstration of the Creation of Shareholder Value Through Branding

Thomas J. Madden, Frank Fehle, Susan Fournier

Journal of the Academy of Marketing Science

Select article: Owned Social Media Advertising: Cannibalization and Competition

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Research article

First published 2022-8

Owned Social Media Advertising: Cannibalization and Competition

Hualu Zheng, Lu Huang

Journal of Interactive Marketing

Select article: The Outrigger Hotels and Resorts Brand Portfolio and Brand Extension

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Research article

First published 2024-12

The Outrigger Hotels and Resorts Brand Portfolio and Brand Extension

Ingrid Lin, Chassidy Sakamoto

Journal of Hospitality & Tourism Cases: An International Case Journal

Select article: Dynamics between brand diversification and segment diversification on firm value

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Research article

First published 2019-8

Dynamics between brand diversification and segment diversification on firm value

Yoon Koh

Tourism Economics

Select article: How is Manifest Branding Strategy Related to the Intangible Value of a Corporation?

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Research article

First published 2004-10

How is Manifest Branding Strategy Related to the Intangible Value of a Corporation?

Vithala R. Rao, Manoj K. Agarwal, Denise Dahlhoff

Journal of Marketing

Select article: Impact of Brand Diversification on Firm Performance: A Study of Restaurant Firms

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Research article

First published 2011-8

Impact of Brand Diversification on Firm Performance: A Study of Restaurant Firms

Kyuwan Choi, Kyung Ho Kang, Seoki Lee [...]

Tourism Economics

Select article: Supercomplan: Five Commandments

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Research article

First published 1998-1

Supercomplan: Five Commandments

T.N. Swaminathan

Paradigm: A Management Research Journal

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