Brand architecture: building brand portfolio value

Download Brand architecture: building brand portfolio value

Post on 25-Feb-2017

217 views

Category:

Documents

4 download

TRANSCRIPT

  • ! " # $ %

    % %

    &''( )

    * + , ) - ,

    )

    ,

    *

    -

    +

    . * /

    - * *

    *

    * - " -

    . *0

    /

    *

    * -

    # * 1 "! # 2

    . 13+ * 4( 5

    13+ * * &(

    6 ! #

    *. .

    ! . # .

    " -

    * #* * , * * -

    . * 7 *

    ! "# $% & '!( !( )* '''!+'!(!(',,,

  • 8 .

    *- . 8 *7 - -

    -

    *

    9. -

    : . ;;!!

    7* /

    ;; !! ;; !!

    ;;: !! * # # -

    - : +: - - * *

    / ;; !! # ? =

    9

    . 9 , - = @!

    , *

    -

    * *

    - -

    7*

    - .

    - -

    *

    *

    /

    !

    @ *

    . # * * *

    /

    . .

    . -

    8*

    ! *

    @

    *

    ,

    *

    !

    "

    # $

    "

    -

    . .

    * *

    * *

    **

    ! 8

    !

    /

    *

    +

    $ 6

    *

    0 6

    0

    * , * * ,

    0

    2. &

    /

    -

    *

    *

    -

    * - *

    +

    +

    * *

    *

    . *

    #*

    %

  • & / -

    .

    . - *

    *

    * *

    2. A

    ;;

    !! + *

    . *

    *

    *

    .

    *

    -

    $ *

    *

    5 *

    5 *

    *5 *

    1 -

    *

    +

    $ !

    * 0 !

    . - -0

    * *

    0

    *

    *

    *

    ! :

    0 / 0

    # $ *

    , 6

    * ,

    6

    - .

    * , -

    '" ( )

    *

  • 6

    * - ;; !!

    * . *

    * . * . -

    . ". * - *

    .

    - ". -

    + : - 0 # *

    : *- * *

    *

    * -

    ** $ ;;!! ;;!!

    : -

    2

    * * : ;;!! * $* * - -

    # #

    #

    * # *

    ? =

    . ? = * * , " = 2 -

    '" )

    ,

  • ? = ;;!! - + ;;!!

    ! * * . *

    ;; !! * # 6 2 # * - :

    +

    #* # * # * * * * ;;/!! ;;:!! * + *

    * *

    :

    6

    - :

    . - * * : ! - >- * - - - - B B &C 7 ;;!! ;;!!+ *

    *

    * #* #

    * #- - . - * +

    * * . . * * + *

    * #.

    3 *

    - !

    * ! * 7* . ;;

  • . *

    *

    *

    7* + ! *

    * * ! . . +

    $ 5 5 * !* 2. 4" " .

    -

    2* "- * :*

    " " - - *

    * /

    ! $ : -

    #

    #

    # "

    #

    * -

    *

    *

    *

    ,

    !

    *

    # /

    .

    * 7*

    #-

    .

    *

    '" % )

    .

  • #- #* #-

    *

    / #- . * * 6

    -

    * / *

    /

    01 $ $ / * . . A((

    *

    * * 9

    - -

    . 2 . : , 1 !

    * : -

    * *

    , * * , ! 7

    # @ $ 6 # 0