Producción CientíficaOne critical decision concerning a firm´s brand portfolio management is brand deletion
(BD). Although many organizations have recently undertaken drastic BD programs and
pruned their brand portfolios, the literature on this topic remains extremely scarce and
fragmented. Our work focuses on studying the impact of BD causes –previously
classified as proactive versus reactive– on BD success. How the firm’s brand orientation
affects the incidence of proactive versus reactive deletions is also explored. Implicitly,
we suggest that brand orientation exerts a positive indirect effect on BD success through
increased successful BDs due to proactive causes. We test our research proposal on a
sample comprising 155 cases of BD. Findings indicate that brand orientation contributes
to BD success through the proactive adoption of BDs focused on taking advantage of
brand opportunities, such as searching for a better strategic fit or avoiding opportunity
costs. Moreover, brand orientation prevents deletions by reactive or problematic causes,
deletions which, after all, do not generate success. In sum, brand oriented firms seek to
prevent rather than fix any problems derived from maintaining inadequate brands in
their portfolio.Fondo Social Europeo (proyecto ORDEN EDU/828/2014)Junta de Castilla y León (ORDEN EDU/828/2014)Ministerio de Economía y Competetitividad (proyecto ECO2017-86628-P)Fondo europeo de desarrollo regional (proyecto VA112P17)Junta de Castilla y León (proyecto VA085G18
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