Planning And Managing Your Brand Portfolio

One of the most misunderstood aspects of branding is brand architecture. And because it is so misunderstood, many brands are undervalued when they are bought, sold or merged with other brands. Brand architecture defines the relationships different brands have to one another within a business portfolio. The management of these relationships involves a multitude of critical decisions — whether the brands should be sibling brands, whether they should be sub-brands to a master brand, whether or not that master brand should be expected to imbue the sub-brands with a “halo” effect, whether the brands should be distinct business units with their own brand positioning and marketing budgets, etc. Every one of these decisions can have a serious effect on brand valuation. It’s critical that the owners of brand assets understand their brand architecture and manage it in a way that maximizes brand value. Read more.