Construction of international brand portfolios: impact on local brands

In the literature, the question of how the strategies of brand portfolios affect performance remains open and subject to contradictory developments. This paper aims to highlight the various steps involved in the analysis of international brand portfolios as well as issues specific to each of these phases.

This article relies on the results of a longitudinal case study conducted in collaboration with the marketing direction of Procter & Gamble's European Business Unit “Laundry and Fabric Care” from 2004 to 2009.

The authors present the strategic and operational movements that led to the reduction of the P&G brand portfolio in the laundry category. The authors then compare them with the current results of the company in this market to assess the performance of this strategy of rationalization.

While the best way forward to construct international brand portfolios has not yet been specifically defined and many questions remain, this article provides an illustration of a methodology tested by an international company.