Using Portfolio Brand Strategy - Case Study of Łódzki Dom Kultury
Using Portfolio Brand Strategy - Case Study of Łódzki Dom Kultury

Author(s): Kamila Szymańska
Subject(s): Business Economy / Management, Marketing / Advertising
Published by: Wydawnictwo Uniwersytetu Łódzkiego
Keywords: brand management;brand portfolio;cultural institution
Summary/Abstract: The purpose of this paper is to indicate the usefulness of a brand portfolio management strategy for organizations operating locally in the cultural services market. Brand portfolio strategy is standardly considered useful for international manufacturing companies, which have numerous product lines in their assortment. However, the specificity of the institution such as community center also allows for running in one place many services with separate brands, each of which has its own image and its own group of buyers. The study indicates not only the way of implementing this brand management strategy in the Łódzki Dom Kultury, but also the potential strengths and weaknesses of such a strategic solution in the field of contemporary marketing.

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