Concepedia

Brand Proliferation

Brand Proliferation is a strategic phenomenon in brand portfolio management characterized by the excessive multiplication of brands, sub-brands, or product variants within a company’s portfolio, leading to potential market cannibalization, increased managerial complexity, and diluted brand equity.

47

Publications

1.7K

Citations

102

Authors

72

Institutions

Publications per year

2017–2026

7

Parents

Publications

47

Do Promotions Benefit Manufacturers, Retailers, or Both?

Shuba Srinivasan, Koen Pauwels, Dominique M. Hanssens et al. · Management Science · 2004 · 306 citations

, , +17

An Empirical Study of the Effect of Brand Proliferation on Private Label – National Brand Pricing Behavior

William P. Putsis · Review of Industrial Organization · 1997 · 106 citations

, , +14

Product proliferation strategies and firm performance: The moderating role of product space complexity

Alicia Barroso, Marco S. Giarratana · Strategic Management Journal · 2013 · 89 citations

, , +15

Getting to global: An evolutionary perspective of brand expansion in international markets

Janell D. Townsend, Sengun Yeniyurt, M. Berk Talay · Journal of International Business Studies · 2008 · 77 citations

, , +15

The Rise of the Brand State

Peter van Ham · Foreign Affairs · 2001 · 75 citations

, , +10

1–5 of 47

Authors

102

  1. JK
    Joachim Kernstock

    University of St.Gallen, Switzerland

    3 publications · 84 citations

    3

    h-index

  2. MD
    Mark Davies

    Brigham Young University, United States

    2 publications · 71 citations

    2

    h-index

  3. UG
    Urša Golob

    University of Ljubljana, Slovenia

    2 publications · 71 citations

    2

    h-index

  4. SM
    Shaun M. Powell

    University of Wollongong, Australia

    2 publications · 49 citations

    2

    h-index

  5. RP
    Robert P. Leone

    The University of Texas at Austin, United States

    1 publications · 15 citations

    1

    h-index

1–5 of 102

Institutions

72

  1. University of Wollongong

    Wollongong, Australia

    3 h-index

    6 publications

    109 citations

  2. University of St.Gallen

    Saint Gallen, Switzerland

    2 h-index

    2 publications

    71 citations

  3. Bocconi University

    Milan, Italy

    2 h-index

    4 publications

    263 citations

  4. University of Ljubljana

    Ljubljana, Slovenia

    2 h-index

    2 publications

    71 citations

  5. Teesside University

    Middlesbrough, United Kingdom

    2 h-index

    2 publications

    71 citations

  6. Coventry University

    Coventry, United Kingdom

    1 h-index

    1 publications

    37 citations

  7. National Health Law Program

    Washington D.C., United States

    1 h-index

    1 publications

    31 citations

  8. Oklahoma State University

    Stillwater, United States

    1 h-index

    2 publications

    56 citations

1–8 of 72

Venues

  1. Journal of Brand Management

    6 publications · 125 citations

    6

    h-index

  2. Journal of Business Strategy

    2 publications · 29 citations

    2

    h-index

  3. Management Science

    2 publications · 321 citations

    2

    h-index

  4. Tobacco Control

    2 publications · 100 citations

    2

    h-index

  5. European Journal of Marketing

    EJM · 1 publications · 34 citations

    1

    h-index

1–5