The Research Of Cigarette's Brand Portfolio

The Brand Portfolio Strategy is the most important part in Brand Management Theory. In order to develop the whole value of the brand portfolio, Brand Portfolio Strategy aims to distribute the limited resources more reasonable and more effectively. The paper is focus on the research of brand portfolio strategy of Imperial Tobacco Group. It takes cigarette market in Poland as the background. The two major proposals are the BCG market Matrix and brand relationship theory. In BCG Matrix, it is used by 3 different data as various models. The paper highlights this innovation way a. The case of brand portfolio strategy in Imperial Tobacco is the good example to practice by MNC. It also can give some great suggestion to the company in our country.