Leveraging Equity Across the Brand Portfolio

Marketing Letters

Volumn 11, Issue 3, 2000, Pages 210-220

  Simmons, Carolyn J ^a   Bickart, Barbara A ^b   Buchanan, Lauranne ^c  

^a UNIVERSITY OF VIRGINIA   (United States)

^b RUTGERS UNIVERSITY   (United States)

^c Garvin School of International Management   (United States)

Author keywords

Brand portfolio; Economic value of brand; Leveraging equity; Markdown; Retail display structure; Strategic equivalence

Indexed keywords

EID: 0347936048     PISSN: 09230645     EISSN: None     Source Type: Journal    
DOI: 10.1023/A:1008183009187     Document Type: Article

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