Diederich Bakker develops a comprehensive planning process that can guide brand manufacturers
in assessing the internal and external environment. The step-by-step planning process includes
strategies to thoroughly audit brand portfolios and to review an organisation's brand
management capabilities. The planning process aides brand manufacturers in assessing product
categories and in determining retailers for their suitability as cooperation partners. The
proposed Vertical Brand Portfolio Management is based on the principles of brand portfolio
strategy assigning clear roles for all brands including private labels. Instead of fighting the
retailer products brand manufacturers are encouraged to cooperate with retail partners by
offering vertically integrated brand portfolios. Based on numerous international case studies
the author offers brand manufacturers and retailers practical tools to consider collaborations
in the production and management of private labels.
