Managing brand portfolios: audit of leading grocery supplier brands 2004 to 2012

Abstract

How brands are deployed and structured is highly important to companies, as it affects the way the companies and their products are perceived by consumers. In the context of brand portfolios this also tends to change over time. This study examines the changes in deployment of brand portfolios by FMCG companies over a decade. The results of a repeat audit, based on a content analysis of packaging of 400 brands sold at two major supermarkets by 20 leading grocery supplier brands, show a trend towards the corporate-dominant structure and mono branding. The rise in corporate brands may be ascribed to their perceived value and greater influence among stakeholders and consumers, while the increase in mono brands is related to perceptions that new product launches are safer than brand extensions. This study contributes to brand portfolio management research. It has theoretical and managerial implications.