Brand portfolio strategy
The target is to optimize the brand portfolio regarding its maintenance costs and its revenues. Synergies between brands have to be exploited. Image transfers wherever deemed necessary have to be improved. On the other hand sometimes it is appropriate to keep competing brands strictly separate.
Project steps
- Analysis for each brand of the portfolio (SWOT, positioning, compatibility with the other brands etc.)
- Establish a strategy for each brand within a time frame
- Conclusion regarding the umbrella brand
- Establish a brand architecture defining the relationship between umbrella brand and the other brands (subbrands, endorsments, stand alone brands)
- Redesign of the brand logos to illustrate the relationships
- Schedule for implementation
Project duration
4-9 months, very much depending on specific situation and requirements
Investment
Depending on the given situation, the size of the brand portfolio, available analysis and demoscopic research. The necessary investment may be in a range of CHF 30-100'000.00
Please ask an tailor made tender here!
A brand portfolio that has grown over time by acquisitions has to be closely examined. Every single brand causes cost of maintenance. Possibly the number of brands can be reduced. Brands can be merged smoothly over time.
On the other hand it can be a successful strategy to maintain competing brands in order to get more shelf space in retail.
The brand architecture defines the relationship between umbrella brand and product brands. Where can a product brand take advantage of the umbrella brand? Where can a product brand enhance the umbrella brand? Where are image transfers possible and welcome, where not?