Brand Architecture and Brand Portfolio Management
Step back for a moment and look at your organization from the eyes of your customer. Is it clear how the various brand, products, and service offerings fit together? Or is there an opportunity to improve brand clarity, synergy, and leverage?
A strategic approach to brand architecture and brand portfolio management can help define how to develop and structure the various offerings to achieve these objectives.
Product and brand alignment with customer requirements is the key to effective brand management. Through our branding portfolio consulting services, EquiBrand works with companies to organize and manage their branded offerings, with the end objective of maximizing strategic leverage and increasing the value of the brand portfolio.
Here is more information on portfolio strategy and plan development:
Brand Portfolio Management Issues
Brand Portfolio Management Approach
Brand Portfolio vs. Brand Architecture
Brand portfolio and brand architecture management are separate, though related concepts.
Brand portfolio management addresses how a company can use its products and brands to achieve growth, drawing on the demand framework.
The perspective is inside-out, considering company goals and objectives.
An automotive example: Should we develop an electric vehicle?
Brand architecture management addresses how a company can best structure and communicate its portfolio of brands.
The starting point is outside-in, through the eyes of the customer.
In launching the new vehicle, should we create a new sub-brand (like Toyota did with Prius) or attach it to an existing one (like Honda Accord Hybrid)?
More on Brand Portfolio Management
As a top brand strategy consulting firm, we have deep expertise in managing complex brand portfolios.
Brand architecture strategy defines various alternative approaches (through several examples), lists key objectives, and provides an overview of key issues and considerations. Various frameworks (e.g., endorsed brands) are also described.
Brand portfolio examples provides perspective on alternative models, types and approaches along the brand relationship spectrum. Examples include branded house, house of brands and endorsed brands, drawing on the automotive category.
Brand architecture template includes practical tips for developing and evaluating brand portfolio alternatives, including pros and cons analysis. The template is designed to bring practicality and realism to managing the portfolio vs. a more theoretical approach.