The impact of brand portfolio strategy on brand loyalty.

      Аннотация: The research focuses on the impact of brand portfolio strategy on brand loyalty in the Zimbabwean set up. It explains concepts simply and precisely using diagrams where appropriate. It contains new researches and conclusions on how companies must embrace brand portfolio strategy in their brand management strategies. It shows how brand portfolio strategy affects brand loyalty and the extent to which it must applied in companies in relation to other marketing factors.

Ключевые слова: Maximise brand loyalty through brand portfolio strategy, Brand Loyalty, Brand Management, Brand Portfolio Strategy