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AN ESOMAR WORLD RESEARCH FORUM

Brands and brand portfolio

Philip De Wulf
Anneke Sipkens

Abstract

This presentation provides a framework for structuring research needs to guide brand (portfolio) management.
Introducing 3 important “health” aspects that define the relationship between communities and brands:

  • Relevance – differentiation - dynamics
  • Portfolio roles – Roles vis à vis the underlying product portfolio – Brand Scope – Portfolio Structures
  • Branded House – Subbrands – Endorsed Brands – House of Brands
This presentation also features an experienced interviewee with both B2B and B2C brands, in different product categories ( Food & drinks – telecom) and in multibrand versus mono brand companies.

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Philip De Wulf

Founding partner of Psilogy - a brand strategy and innovation consultancy, Xprimi- a web2.0 application development company and Atmosphere –CSR strategy consultancy & training. Philip is a licensed psychologist from the University of Ghent, Belgium. He has over 15 years of experience in strategic marketing and brand management both in global marketing intelligence/strategic planning/consultancy and operational management roles.

He started his career in various marketing functions in the drinks and fashion industry and has learned the tricks of global branding while working for Heineken and Camel . Has held senior vice president positions at Synovate (Censydiam) Americas.

He has consulted companies on needs based segmentation and positioning in Asia, Europe and the Americas in: Automotive, Retail, Frozen Food, Baby-care, Pet-care, Personal care, HHP, Chocolate, Health Care, Beer, Tobacco, Nutritional Supplements, Dairy, Telecom/IT,Insurance and media.

A boy that loves his toy (be it a Landrover or a Taylormade) to get outdoors and play in the mud.

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Anneke Sipkens

Anneke has almost 20 years of experience in product , brand and marketing management, both operational and strategic, in several operating companies and at HQ level of blue chip fmcg brands.

She has started at Unilever in the meat category and after many years in ice cream and frozen foods, she changed to warmer product categories in 2004 as VP innovations, Global Brands at Sara Lee, Coffee and Tea.

She has a clear view on how innovations contribute to brand portfolio building and how insights and measurement can and should serve marketers to increase brand equity.

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