Brand Portfolio Management and the Role of Brand Acquisitions

Topics: Brand, Brand management, Branding Pages: 79 (24733 words) Published: July 1, 2013
BRAND PORTFOLIO MANAGEMENT AND THE ROLE OF BRAND ACQUISITIONS

A Dissertation

Submitted to the Graduate Faculty of the Louisiana State University and Agricultural and Mechanical College in partial fulfillment of the requirements for the degree of Doctor of Philosophy

in The Interdepartmental Program in Business Administration (Marketing)

by Yana Kuzmina B.S., Moscow State Technical University (Russia), 2001 M.B.A., Southeast Missouri State University, 2004 August, 2009

ACKNOWLEDGEMENTS
Looking back at this journey, I must express my gratitude to those who stood behind me and supported me during the past five years. There were some people in particular, however, without whom I would have never been able to complete this dissertation and the program. I would like to extend my special thanks to these individuals. I would first like to thank my parents for their unconditional love I felt every minute and for allowing me to go 5000 miles away to follow my dreams. I will always be indebted to my dissertation chair, Dr. Black, for sharing with me every piece of his knowledge and for spending long and often odd hours working on my dissertation. Without his guidance, feedback, and endless support I would have never completed the dissertation. His wisdom, unselfishness, encouragement, and understanding never failed to amaze me. My respect and admiration for him will last a life time. He truly made me understand why in Europe we call a dissertation chair a “doctoral father”. Further, I would like to thank Yves Damoiseau, my partner and best friend, for always believing in me and helping me to believe in myself. He has seen it all, and yet always found the right words to say and the time to listen. I sincerely thank my dissertation committee - professors Alvin Burns, Arthur Bedeian, Randle Raggio, and Anne Osborne for the guidance and feedback during the dissertation process. Last, but not least, through out this dissertation and the PhD program which it completes, my peers became my closest friends. It was very special to learn not only with them, but also from them. I would like to thank Anna Walz and Mousumi Godbole for all of the laughs and tears we had together, and for the endless kindness they shared with me. I also thank Mazen Jaber and Kate Pounders for always reminding me the importance of having fun!

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TABLE OF CONTENTS
Acknowledgements ....................................................................................................................... ii List of Tables ................................................................................................................................ vi List of Figures.............................................................................................................................. vii Abstract....................................................................................................................................... viii Chapter 1: Introduction ............................................................................................................... 1 The Role of Brand Portfolio Management .................................................................................................... 2 Brand Portfolio Expansion................................................................................................................................. 3 Research Objective................................................................................................................................................ 5

Chapter 2: Brand Portfolio Expansion Via Acquisition or Creation ...................................... 7

Brand Creation ....................................................................................................................................................... 7...
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