BRAND PORTOFOLIO MANAGEMENT


                            Professor Ph.D. Moise Ioan Achim
                             Professor Ph.D. Arcadie Hinescu
                          Assistant Ph.D. Student Dragolea Larisa
                          “1Decembrie 1918” University Alba Iulia


        Abstract: Brand portfolio management begins with brand administration structures
and schedules. There must be a person or a group of people in charge of brand management.
Within product markets, there must be a joint brand planning schedule at the level of all the
other brands and for each brand in particular. Planning models must be similar and they
must use common contributions, suggestions and a common language. Brand portfolio
management also requires a mechanism in order to achieve the portfolio objectives and the
brand aims within a given market context.
    Companies are motivated to give much importance to brand portfolio management
strategy as it provides a discipline and structure necessary for a viable business strategy that
could guarantee success.
    Brand portfolio management strategy is an element of the solution for an efficient
management. A clear, rational structure can support a business management strategy by
replacing losses with synergy, confusion with clarity and lost opportunities with fully
supported assets.

       Key words: brand, brand portofolio management, brand administration
       JEL code: M31