Brand Portfolio Strategy: How Many Brands Is Too Many?

Posted by Mitch Duckler on October 30, 2020
The Proliferation of Choice

In the early days of brand management, there were fewer options in the market across the board—fewer categories, fewer brands within those categories, and fewer alternatives within any given brand. Today more competitors are going to market with more brands than ever before. A more crowded and competitive marketplace makes it infinitely harder for brands to stand out from the pack.

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Topics: Brand Architecture Strategy, Brand Portfolio Strategy, Brand Architecture

Focusing your Brand Portfolio – Don’t Bite Off More Than You Can Chew

Posted by Natalie Ross on October 28, 2019

 

Simply defined, a brand portfolio is the collection of brands owned by a company. Often for big companies, more and more brands are created to reach more and more audiences. While targeting more audiences sounds like a great way to build and grow a company, too many brands can cause confusion about each individual brand’s role – and eventually the corporate identity as a whole. The problem many companies face is thinking more brands will make them more successful, however. they lack the architecture and the ability to manage a multiplicity of brands well.

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Topics: Brand Positioning, Brand Portfolio & Architecture, Brand Architecture Strategy, Brand Portfolio Strategy

Breaking Down Brand Portfolio Strategy

Posted by Mitch Duckler on September 27, 2019

Brand portfolio strategy and architecture are critical components of a successful brand strategy. These are complex, highly nuanced topics, with entire books written about them. Unlike many other elements of brand strategy, most of the fundamental theories and premises of this topic are as relevant today as they were when they were initially developed.

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Topics: Brand Strategy, Brand Portfolio & Architecture, Brand Architecture Strategy, Brand Portfolio Strategy

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