Brand Portfolio Strategy

   

Definition: Brand Portfolio Strategy is a part of strategic marketing planning that involves designing, deploying and managing a number or a range of brands as a coordinated portfolio of multiple meaning-based assets that address the needs of a wide range of customers in a given marketplace to maximize returns and minimize risk. The portfolio is strategically designed to promote complementarity and minimize cannibalization. In this way, every brand can function as a component piece working in complete accordance and harmony with the company's other brands to maximize the value of the entire portfolio.
Also called: Multi-Brand Strategy or House of Brands.


   

   

More on brand portfolio strategy.
More on brand management: Audio Branding, Brand Asset Valuator, Brand Equity, Brand Equity Model, Brand Identity, more...



   

MBA Brief offers brief, yet very accurate definitions of MBA concepts, frameworks, methods and models. We keep it short and provide some links in case you'd like to learn more around a subject.




© 2020 MBA Brief - Last updated: 15-7-2020  -  Privacy   |   Terms