Research of Brand Portfolio Influence on Company`s Financial Performance

Student: Salakhutdinov Oskar

Faculty: Faculty of Economics, Management, and Business Informatics

Educational Programme: Finance (Master)

Year of Graduation: 2016

Most companies are operating on the markets using large number of brands, brand portfolios. Making strategic decisions about portfolios, managers are faced with the problem of assessing the effectiveness and appropriateness of the decisions taken in the context of the financial performance. Author identified the key aspects of the brand portfolio, based on the theoretical study and previous studies, affecting the company's financial results. It was collected by 86 US companies to test the sample, including the characteristics of the portfolio of brands and its financial statements in the period from 2003 to 2014. The study findings were made that such marketing factors as the number of brands in the portfolio, the number of occupied segments and consumer perception of the company, are the key factors affecting the company's financial results.

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