Jerome HonerkampDachmarkenstärkung durch Portfolio-Kommunikation am Beispiel von Nestlé Deutschland

About this book deutschenglish

Large corporations own complex brand portfolios, consisting of a high amount of brands with multiple hierarchy levels. Consumers expect more transparency. They want to understand which firm owns the products they consume. At the same time, marketing managers aim to strengthen their corporate brand by presenting it together with their portfolio. Here the focus lies on creating efficiency gains through better brand communication.

To create brand communication efficiency, marketeers need to overcome various obstacles. Complex brand portfolios are often too difficult to understand for consumers. In addition to a large number of brands, counter intuitive logics of portfolio communication complicate portfolio comprehension. Furthermore, brand portfolios are often not managed in a uniform manner globally. Moreover, acquisitions and sales of brands, but also new brand launches and brand discontinuations, destroy previous brand architecture logics.

Jerome Honerkamp combines scientific research results with practical knowledge, to explain how the already strong corporate brand Nestlé can be further strengthened through its portfolio. His PhD thesis provides interesting insights for scientists and practitioners into how strong real corporate brands can benefit from a complex brand portfolio. While the explorative preliminary study and the management summary are of particular relevance for practitioners, scientists benefit from findings relating to priming, conceptual fluency and the effects shown.