Thomas Robertson's research while affiliated with University of Pennsylvania and other places

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Publication (1)

Brand portfolios
Article
  • Sep 1992
Firms are rushing to create brand portfolios, especially for the Single European Market. Patrick Barwise and Thomas Robertson look at means of developing portfolios -- from geographic brand extension and brand acquisitions and brand alliances -- and the advantages and limitations of each approach. They also show why brand portfolios will dominate m...

Citations

... According to Barwise and Thomas (1992) corporate dominant offers maximum coverage of economies of scale and scope, specifically via communications at a corporate level. This would also provide an advantage in the demand side that would increase the returns despite having limited benefits. ...
Reference: Branding Strategy on Economic Sustainability among Personal Care and Cosmetics Customers