Brand portfolio – The entirety of all brands of a company. Product-Defining Roles – The roles each brand could play. Portfolio Roles – The role that the portfolio plays in relation to the products. Brand Reach – The dimension (product categories, subcategories and markets) of the brand portfolio. 12
What is a brand portfolio?
Brand portfolio – The entirety of all brands of a company. Product-Defining Roles – The roles each brand could play. Portfolio Roles – The role that the portfolio plays in relation to the products.
How do I create a brand portfolio?
10 Steps to Creating a Successful Brand Portfolio Strategy
- Ensure that each brand has a clearly defined role or set of roles in each product market context that you want it to contribute to. …
- Identify strategic brands that will play a leading role in supporting large companies or product platforms in the future.
What is brand portfolio strategy?
WHAT IS “BRAND PORTFOLIO STRATEGY”? Simply put, brand portfolio strategy is an approach to building (future) and managing (currently) a portfolio of brands in a coordinated manner to maximize returns and build equity in selected markets.
What is the brand portfolio analysis?
Brand portfolio definition: Brand portfolio refers to an umbrella under which all of a given company’s brands or brand divisions operate to meet the needs of different market segments. … This is done primarily to increase market share as well as to meet the needs of all customer segments.
What is a strong brand portfolio?
Definition: Brand Portfolio denotes an umbrella under which all brands or brand divisions of a given company operate to meet the needs of different market segments. Put simply, the brand portfolio includes all brands offered for sale by a single company in order to meet the needs of different groups of people.
What is a brand portfolio category?
According to marketing theory, there are two types of brand portfolio models, brand house and brand ownership. The House of Brands model refers to a portfolio where brands have different names in different categories. Most large consumer goods companies use this model.