Concepedia

Multibrand Strategy

Multibrand Strategy is a brand management approach whereby a company introduces and maintains multiple distinct brands in the same product category to target different market segments, thereby increasing overall market share through brand differentiation and reduced internal competition.

37

Publications

1.4K

Citations

73

Authors

60

Institutions

Publications per year

2017–2026

4

Variants

Multi-brand Strategy

Parents

Publications

37

Interbrand Choice, Strategy, and Bilateral Market Power

E. C. H. Veendorp, Michael E. Porter · Southern Economic Journal · 1978 · 236 citations

, , +14

Ingredient Branding: A Strategy Option with Multiple Beneficiaries

Donald G. Norris · Journal of Consumer Marketing · 1992 · 152 citations

, , +14

Interbrand Choice, Strategy, and Bilateral Market Power

Louis P. Bucklin, Michael E. Porter · Journal of Marketing Research · 1977 · 123 citations

, , +14

Relating Brandand Customer Perspectives on Marketing Management

Tim Ambler, CB Bhattacharya, Julie A. Edell et al. · Journal of Service Research · 2002 · 70 citations

, , +11

A rose by any other name: rebranding campaigns that work

Jack G. Kaikati, Andrew M. Kaikati · Journal of Business Strategy · 2003 · 69 citations

, , +16

1–5 of 37

Authors

73

  1. DL
    Doyle L. Weiss

    University of British Columbia, Canada

    2 publications · 42 citations

    2

    h-index

  2. ME
    Michael E. Porter

    Harvard University, United States

    2 publications · 359 citations

    2

    h-index

  3. PG
    Paolo G. Garella

    University of Bologna, Italy

    2 publications · 29 citations

    2

    h-index

  4. FS
    Franklin S. Houston

    University of Alabama, United States

    2 publications · 42 citations

    2

    h-index

  5. CO
    Charles Olson

    Governors State University, United States

    2 publications · 40 citations

    2

    h-index

1–5 of 73

Institutions

60

  1. College of Business Administration

    Riga, Latvia

    3 h-index

    3 publications

    76 citations

  2. University of Toledo

    Toledo, United States

    2 h-index

    2 publications

    58 citations

  3. University of Alicante

    Alicante, Spain

    2 h-index

    2 publications

    29 citations

  4. University of Bologna

    Bologna, Italy

    2 h-index

    2 publications

    29 citations

  5. University of Central Florida

    Orlando, United States

    2 h-index

    2 publications

    31 citations

  6. Governors State University

    University Park, United States

    1 h-index

    1 publications

    28 citations

  7. Canterbury Christ Church University

    Canterbury, United Kingdom

    1 h-index

    1 publications

    19 citations

  8. Institute for Management of Innovation and Technology

    Gothenburg, Sweden

    1 h-index

    1 publications

    62 citations

1–8 of 60

Venues

  1. Journal of Marketing Research

    5 publications · 205 citations

    5

    h-index

  2. Journal of Product & Brand Management

    2 publications · 45 citations

    2

    h-index

  3. Journal of Economics & Management Strategy

    JEMS · 2 publications · 29 citations

    2

    h-index

  4. Cornell Hotel and Restaurant Administration Quarterly

    CQ · 2 publications · 31 citations

    2

    h-index

  5. Journal of Product Innovation Management

    2 publications · 75 citations

    2

    h-index

1–5