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Cover Art
Author Bakker, Diederich, author.

Title Vertical brand portfolio management : strategies for integrated brand management between manufacturers and retailers / Diederich Bakker ; with a preface by Prof. Dr. Thorsten Raabe.

Published Wiesbaden : Springer Gabler, [2015]


Location Call No. Status
Physical description 1 online resource.
Series Springer English/International eBooks 2015 - Full Set
Bibliography Includes bibliographical references.
Contents Preface; Acknowledgments; Contents; List of Figures; List of Tables; List of Abbreviations; Part A Introductory Chapter; 1 Introduction and Problem Definition; 2 Vertical Brand Portfolio Management; 3 General Overview of Contemporary Developments in the Field ; 3.1 Brand Manufacturer Responses to Private Labels; 3.2 The Evolution of Private Labels; 3.3 Private Labels and the Vertical Relationship; 4 Research Philosophy and Theoretical Background; 4.1 Principal Agent Theory; 4.2 Brand Portfolio Management; 4.3 Vertical Marketing Practices; 4.4 VBPM Goals; 5 Goals and Structure of the Thesis
Part B Central Themes and Theoretical Foundations1 Vertical Brand Portfolio Management: Perspectives for Brand Manufacturers; 1.1 Brand Architecture; 1.2 Managing Brand Portfolios; 1.3 The Benefits of Multi-Brand Portfolios; 1.4 Linking Market Segmentation to Brand Portfolio Strategy; 1.4.1 Price Segmentation; 1.4.2 Channel Segmentation; 1.4.3 Benefit Segmentation; 1.5 Brand Portfolio Issues Justifying VBPM; 1.5.1 VBPM and Segmentation Considerations; 1.5.2 VBPM as Entry Barrier for Competitors; 1.5.3 Leveraging Brands Vertically; 1.6 Implications of PL Positioning on VBPM
1.6.1 Integrating Value Private Labels1.6.2 Integrating Premium Private Labels; 2 Definition and Manifestations of Private Labels; 2.1 Strategic Options for Private Labels; 2.1.1 Brand Breadth; 2.1.2 Positioning of Private Labels; 2.1.3 Private Label Segmentation; 2.1.4 Relationship with Store; 2.2 Multi Segmented Private Label Portfolios; 2.2.1 Loblaws Case; 2.2.2 REWE Case; 2.3 Differences between Private Labels and Manufacturer Brands; 3 Channel Relationships and Vertical Marketing Practices; 3.1 Efficient Consumer Response; 3.2 Category Management; 3.2.1 Efficient Assortment
3.2.2 Efficient Promotion3.2.3 Efficient Product Introduction; 3.2.4 The Category Management Process; 3.3 Goals and Benefits of ECR and Category Management; 3.4 Problems and Risks of ECR Adoption; 3.5 Private Labels in the Category Management Context; 3.5.1 Roles of Private Labels for the Retailer; 3.5.2 Private Label Success Factors; 3.5.3 Category Management and Pricing Decisions; 3.6 The Integration of Private Label Production in Supplier-Retailer Collaborations; 3.7 Vertical Brand Portfolio Management and ECR; 4 A Critical Reflection on Vertical Marketing and Efficient Consumer Response
4.1 The Meaning of Theory4.2 The Theory Borrowing Process; 4.3 Manufacturer Strategies in the Channel Relationship; 4.3.1 Vertical Marketing -- General Preliminary Remarks and Definitions; 4.3.2 Vertical Marketing Goals; 4.3.3 Vertical Marketing Strategies; 4.3.4 Style of Collaboration in Vertical Marketing Systems; 4.4 Theory Borrowing Applied; 4.4.1 Comparing Vertical Marketing Superstructures; 4.4.2 Social Context; 4.4.3 Type of Science; 4.4.4 Evaluation and Conclusion of the Theory Borrowing Process; 4.5 Summary of Part B; Part C Planning for Vertical Brand Portfolio Management
Summary Diederich Bakker develops a comprehensive planning process that can guide brand manufacturers in assessing the internal and external environment. The step-by-step planning process includes strategies to thoroughly audit brand portfolios and to review an organisation?s brand management capabilities. The planning process aides brand manufacturers in assessing product categories and in determining retailers for their suitability as cooperation partners. The proposed Vertical Brand Portfolio Management is based on the principles of brand portfolio strategy assigning clear roles for all brands including private labels. Instead of fighting the retailer products brand manufacturers are encouraged to cooperate with retail partners by offering vertically integrated brand portfolios. Based on numerous international case studies, the author offers brand manufacturers and retailers practical tools to consider collaborations in the production and management of private labels. Contents Brand Manufacturer Responses to Private Labels Step-by-Step Planning Process for Vertical Brand Portfolios Target Groups Lecturers and students of Economics with a focus on Business Strategy, Brand Management and Retailing Brand managers of fast moving consumer goods, category managers of retail organisations, private label manufacturers The Author Diederich Bakker has a professional background in advertising and received his doctorate from the University of Oldenburg. He teaches branding, advertising and digital marketing courses in the Netherlands.
Other author Raabe, Thorsten, author of introduction, etc.
SpringerLink issuing body.
Subject Product management.
Electronic books.
Electronic books.
ISBN 9783658082215
3658082208 (print)
9783658082208 (print)
Standard Number 10.1007/978-3-658-08221-5