Abstract
Most large consumer goods firms that manage and market an array of brands regularly address strategic questions related to brand portfolio management such as how to maintain and grow brands, which brands to add and which ones to delete. While many firms have weak brands that need to be deleted, the crucial decision to delete a brand is often complex and difficult for managers. Despite the importance of brand deletion, there is limited research in this area. This study is one of the preliminary attempts to understand the phenomenon of brand deletion theoretically. In this qualitative study, data were collected through in-depth semi-structured interviews with brand professionals and, in addition, supplemental archival data was used. The domain and role of brand deletion is defined and explained in detail. Along with this, various attributes of brand deletion are revealed. Informants also discussed how brands are deleted. Furthermore, product deletion and brand deletion are compared and contrasted to substantiate that they are different from one another in various respects.
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