Brand Portfolio and Over-Supply


  • Flavio Gnecchi



Brand Portfolio, Over-Supply, Marketing, Trade, Market-Driven Management, Global Corporations, Global Markets


Firms operating in over-supply conditions cannot increase their sales not even through the price reduction as a lever. In such context the intangible assets become predominant and tend to direct the competition within different industries towards
new, unstable competitive business models based on market-driven management. In fact, the firms have reconsidered their brand portfolio, often by intervening drastically on the number of brands possessed and selling some of them to third parties or, alternatively, abandoning taking into consideration strategic aspects of brand management and its costs. At the business unit level, the brand portfolios are subjected to numerous operations oriented to adapt supply to new competitive conditions.

Author Biography

Flavio Gnecchi

Associate Professor of Management, University of Milan-Bicocca




How to Cite

Gnecchi, F. (2005). Brand Portfolio and Over-Supply. Symphonya. Emerging Issues in Management, (1), 56–65.