Managing brand portfolios: How strategies have changed

Sylvie Laforet*, John Saunders

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review


The stock market response to corporate scandals and the use of the internet by pressure groups have sensitized boards to the risk of reputation loss. Particularly at risk are companies using corporate brands whose fame and spread makes them particularly vulnerable. This study looks at these and other pressures on branding and investigates if and how leading companies have responded in the deployment of their brand portfolios. A repeat audit of the use of brand portfolios by leading companies using exactly the same method used over a decade ago reveals much change. Brand structures of the 20 companies investigated have indeed changed but not uniformly in extent or direction.

Original languageEnglish
Pages (from-to)314-327
Number of pages14
JournalJournal of Advertising Research
Issue number3
Publication statusPublished - Sept 2005


  • stock market response
  • corporate scandals
  • use of the internet
  • pressure groups
  • risk
  • reputation loss
  • corporate brands
  • pressures on branding
  • deployment
  • brand portfolios


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