Brand Portfolio Reengineering. The Gruppo Coin Case

Authors

  • Flavio Gnecchi
  • Paolo Ricotti

DOI:

https://doi.org/10.4468/2001.1.05gnecchi.ricotti

Keywords:

Brand, Brand Equity, Brand Management, Brand Portfolio Reengineering, Marketing, Retail Marketing, The Gruppo Coin Case

Abstract

Brand portfolio reengineering is the typical process a company uses to set the organization in a complete, harmonious, and consistent manner; the target is to maximize the value of its brand equity.
The more complex and varied are brand portfolio and product portfolio of a company, the more difficult is the competitive settlement that normally deals in conjunction with other epochal moments of its life (acquisitions, mergers, change
of shareholders or top management).
In the Gruppo Coin the process of store brand portfolio reengineering has entailed a major revision of the organizational model to support themselves store brands, actually it is still evolving.

Author Biographies

Flavio Gnecchi

Assistant Professor of Management, University of Milan-Bicocca

Paolo Ricotti

Gruppo Coin SpA, CEO;
Professor of Advertising, University of Milan-Bicocca

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Published

01-06-2001

How to Cite

Gnecchi, F., & Ricotti, P. (2001). Brand Portfolio Reengineering. The Gruppo Coin Case. Symphonya. Emerging Issues in Management, (1), 35–50. https://doi.org/10.4468/2001.1.05gnecchi.ricotti

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Section

Articles