scholarly journals Building a brand portfolio: the case of English Football League (EFL) clubs

2020 ◽  
pp. 1-19
Author(s):  
Adrian Pritchard ◽  
David Cook ◽  
Andrew Jones ◽  
Tom Bason ◽  
Paul Salisbury
Keyword(s):  
Brand Portfolio

scholarly journals Advantages of Hyaluronic Acid and Its Combination with Other Bioactive Ingredients in Cosmeceuticals

Molecules ◽  
2021 ◽  
Vol 26 (15) ◽  
pp. 4429
Author(s):  
Anca Maria Juncan ◽  
Dana Georgiana Moisă ◽  
Antonello Santini ◽  
Claudiu Morgovan ◽  
Luca-Liviu Rus ◽  
...  
Keyword(s):  
Hyaluronic Acid ◽  
Glucuronic Acid ◽  
Biological Effects ◽  
Biological Processes ◽  
Cosmetic Products ◽  
Aesthetic Medicine ◽  
Cosmetic Formulations ◽  
Other Substances ◽  
Bioactive Ingredients ◽  
Brand Portfolio

This study proposes a review on hyaluronic acid (HA) known as hyaluronan or hyaluronate and its derivates and their application in cosmetic formulations. HA is a glycosaminoglycan constituted from two disaccharides (N-acetylglucosamine and D-glucuronic acid), isolated initially from the vitreous humour of the eye, and subsequently discovered in different tissues or fluids (especially in the articular cartilage and the synovial fluid). It is ubiquitous in vertebrates, including humans, and it is involved in diverse biological processes, such as cell differentiation, embryological development, inflammation, wound healing, etc. HA has many qualities that recommend it over other substances used in skin regeneration, with moisturizing and anti-ageing effects. HA molecular weight influences its penetration into the skin and its biological activity. Considering that, nowadays, hyaluronic acid has a wide use and a multitude of applications (in ophthalmology, arthrology, pneumology, rhinology, aesthetic medicine, oncology, nutrition, and cosmetics), the present study describes the main aspects related to its use in cosmetology. The biological effect of HA on the skin level and its potential adverse effects are discussed. Some available cosmetic products containing HA have been identified from the brand portfolio of most known manufacturers and their composition was evaluated. Further, additional biological effects due to the other active ingredients (plant extracts, vitamins, amino acids, peptides, proteins, saccharides, probiotics, etc.) are presented, as well as a description of their possible toxic effects.

Brand Portfolio Promotions

2008 ◽  
Vol 45 (4) ◽  
pp. 391-402 ◽  
Author(s):  
Anocha Aribarg ◽  
Neeraj Arora
Keyword(s):  
Brand Portfolio

The Effect of Brand Portfolio Characteristics on Consumer Evaluations of Brand Extensions

1994 ◽  
Vol 31 (2) ◽  
pp. 229-242 ◽  
Author(s):  
Peter A. Dacin ◽  
Daniel C. Smith
Keyword(s):  
Laboratory Experiments ◽  
Positive Relationship ◽  
Brand Management ◽  
Brand Extensions ◽  
Theory And Practice ◽  
Brand Strength ◽  
Consumer Evaluations ◽  
Product Categories ◽  
Brand Portfolio

A growing number of brands are becoming associated with a portfolio of different product categories. Although concerns have been raised that adding products to a brand may weaken it, there is a paucity of research exploring the effects of brand portfolio characteristics on brand strength. Using two laboratory experiments and a survey, the authors examine the effects of several brand portfolio characteristics on consumers’ confidence in and favorability of their evaluations of subsequent brand extensions. The experiment-based findings reveal a positive relationship between the number of products affiliated with a brand and consumers’ confidence in and favorability of their evaluations of extension quality. These results were not replicated in the survey. However, in both methods, the authors found that as portfolio quality variance decreases, a positive relationship between number of products affiliated with a brand and consumers’ confidence in their extension evaluations emerges. Implications of these and other findings for both the theory and practice of brand management are discussed.

Unveiling the corporate brand: the role of portfolio composition

2020 ◽  
Vol 37 (3) ◽  
pp. 279-290
Author(s):  
Veronica Gabrielli ◽  
Ilaria Baghi
Keyword(s):  
Internal Consistency ◽  
Brand Equity ◽  
Brand Management ◽  
Product Category ◽  
Mediation Effect ◽  
Brand Strategy ◽  
Corporate Brand ◽  
Content Type ◽  
Moderated Mediation Model ◽  
Brand Portfolio

Purpose This paper aims to investigate the effects on corporate brand equity when a company moves from a house of brand strategy to a branded house. In fact, recently, most of large companies (Procter & Gamble, Unilever) are managing this swift in order to simplify and optimize their efforts. Design/methodology/approach A total of 433 consumers participated in a between-subject experimental design completing a questionnaire. Each respondent was exposed to one of eight hypothetical scenarios with real-existing brands. A moderated-mediation model was tested. Findings The number of individual brands interacts with the variety of product categories within the portfolio to define its internal consistency which, in turn, exerts a significant mediation effect on corporate brand equity. Research limitations/implications The study supports the mental accounting process (subtyping vs bookkeeping), demonstrating how this psychological framework is applicable within brand management. Practical implications The study unveils a strong dichotomy: consumers award very small portfolios focused on a single product category or, conversely, they appreciate a wide and highly diversified brand portfolio. No chances for intermediate and hybrid solutions. Findings demonstrate that a brand architecture shift might be a flexible opportunity to manage an on-going diversification strategy. Originality/value The study is the first to analyse the importance of internal consistency within a brand portfolio in case of a shift in the portfolio strategy. Moreover, it investigates the effects since the first announcement of a linkage between the individual brands and the corporate one.

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