Brand Portfolio Analysis in the Female Segment of Russian Market

The main goal of the current master dissertation is the research of the brand portfolio architecture. Brand portfolio analysis is made from two perspectives: analysis of the theoretical concepts and models of the brand portfolio architecture; and the practical analysis of the Gillette Company brand portfolio in the female segment of Russian market. With this example the author aimed to make a practical application of the brand architecture theories and to check their viability in the real business cases.

Autorentext

Yulia Denisova Master in International Business. She graduated from the St. Petersburg Graduate School of Management in 2011. In 2010, Yulia trained at the Louvain School of Management in Belgium. She has a bachelor degree in economics.Currently she works at the beauty products market leader as category manager.