Linear Model for Brand Portfolio Optimization

Abstract

Research purpose. The aim of the paper is to create a model that allows building an optimal brand portfolio, allowing an organisation to achieve its goals. The created model is based on the bivalent programming theory. A mathematical model of optimum brand portfolio is created based on linear programming with restricting conditions being the maximum acceptable risk level and budget. The basic types of resources and basic types of relations between brands are explained, which are part of the process of brand portfolio optimization.

Keywords

• brand strategy
• brand portfolio
• optimisation
• resources
• m31
• m39
• l19