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 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.
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 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
