Brand Portfolio Strategy service
Depending on the complexity of your business you could have not just one brand but several. Or maybe product ranges, sub-brands or even brand endorsements.
We will help your business develop and managing a sound brand portfolio strategy to create synergy, leverage and clarity across the brand portfolio while constructing relevant, differentiated and energised brands.
What is Brand Portfolio Strategy?
A brand portfolio includes all the brands managed by your organisation and a Brand Portfolio Strategy specifies the portfolio's structure and the scope, roles and interrelationships of its brands.
Having a Brand Portfolio Strategy involves making decisions such as adding, or prioritising some of the brands; organising them logically; extending some brands; developing brand alliances; or even deleting brands that are not performing very well and anchoring the business.
There are several models we can use to establish your Brand Portfolio Strategy. It is a complex and situation-specific process, that means, there are no recipes to follow, every business is different and the strategy used to manage its brands can be unique.
Our Brand Portfolio Strategy service includes:
Product defining roles
A customer's perspective on the purpose of each brand and the products or services being offered.
Your portfolio members.
Portfolio roles
A management's perspective on the purpose of each brand and the allocation of resources among them.
Your brand synergies.
Portfolio structure
The relationship among the brands in your portfolio and the logic and clarity behind it.
Your portfolio order.
Brand scope
Defining in what categories, and sub-categories the brands can play a role and how far they can be stretched.
Your brand extensions.
Our Brand Portfolio Strategy Service Scope
Signs that your business has brand portfolio problems
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Brands that could bring future profits don't have resources, while old brands are over-funded.
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Your brand's market share is eroding due to a lack of relevance caused by new categories and sub-categories.
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Differentiation is getting harder and harder to achieve.
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A super-premium, high-margin category exists and your organisation wants to be part of it.
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Your key brands lack energy and need an image change.
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Your organisation can't keep up with market dynamics.
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You own too many brands and offerings compared to your brand-building resources.
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A low-price, high volume category exists and your organisation wants to be part of it.
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Your offering is so confusing that the customer can't figure out how to buy what they need.
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Your brands or offerings are competing with each other.
Advantages of a solid Brand Portfolio Strategy
Your business will benefit from synergies
Enhances visibility of the brands and efficient resource allocation according to the business strategy.
You can grow your business by leveraging your brands
Extending your brands into new markets creates future growth platforms for your business.
Your brands will remain relevant to the customer
Your business can adapt to market dynamics by adding sub-brands, endorsed brands or even creating new brands.
Your brands will develop unique and strong
Each brand is assigned a role to succeed in by conveying energy and using points of differentiation.
Your business will achieve clarity about its offerings
Structuring your brand portfolio will reduce confusion both for customers and employees.
You will be certain of running your business right
Knowing your portfolio's structure and the scope, roles and interrelationships of its brands ensure good decisions.