Effects of organisational culture on brand portfolio performance

Many consumer goods firms have a wide brand portfolio. If these are not carefully managed, it can lead to brand proliferation, and result in complex organisational structure, lack of focus and resource constraints. Drawing on previous work on the role of leaders in effective brand management, this study explores the effects of organisational culture on brand portfolio performance. Based on a mail survey of consumer goods companies, the findings show that leadership, company vision, staff rewards, motivation and ownership are crucial to brand portfolio performance. Likewise, a brand orientation helps brand focus, coordination, and emphasises shared vision and the long-term orientation. This study contributes to the organisation-wide approach to brand portfolio management.