Journal of the Academy of Marketing Science

, Volume 34, Issue 2, pp 195–205

Brand portfolio, corporate image, and reputation: Managing brand deletions

  • Rajan Varadarajan
  • Mark P. DeFanti
  • Paul S. Busch
Article

DOI: 10.1177/0092070305284988

Cite this article as:
Varadarajan, R., DeFanti, M.P. & Busch, P.S. JAMS (2006) 34: 195. doi:10.1177/0092070305284988

Abstract

Brand portfolio management addresses, among other issues, the interrelated questions of what brands to add, retain, or delete. A small number of brands in a firm’s brand portfolio can often have a disproportionately large positive or negative impact on its image and reputation and the responses of stakeholders. Brand deletions can be critical from the standpoint of a firm being able to free up resources to redeploy toward enhancing the competitive standing and financial performance of brands in its portfolio with the greatest potential to positively affect its image and reputation. Against this backdrop, the authors focus on the organizational and environmental drivers of brand deletion propensity, the predisposition of a firm to delete a particular brand from its brand portfolio. The authors propose a conceptual model delineating the drivers of brand deletion propensity and suggest directions for future research, including the related concept of brand deletion intensity.

Keywords

brand deletions brand portfolio management corporate image corporate reputation 

Copyright information

© Academy of Marketing Science 2006

Authors and Affiliations

  • Rajan Varadarajan
    • 1
  • Mark P. DeFanti
    • 1
  • Paul S. Busch
    • 1
  1. 1.Texas A & M UniversityUSA

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