Brand Portfolio Strategy Formulation

Brand Management Insights


What to do when your when your brand extensions are confusing your target customers?

Then the time has come to evaluate your product lines, brands, or strategic business lines, and start managing them as a portfolio.

Creating effective brand portfolio strategies is one of the most difficult and critical challenges facing today’s executives. Too often, product lines, services or brands generate customer confusion, inefficiencies, mixed opportunities, and wrongly allocated resources rather than strengthening each other and the organization's underlying strategy.

And which strategy to follow? All brands independently? A mother brand with sub-brands like Apple does, or a brand endorsement strategy, likewise Unilever? All questions that will be answered during the process of developing a brand portfolio strategy.