brand portfolio strategy

Another word for brand portfolio strategy is brand architecture. Brands interact with other brands from their own brand portfolio. Examples are the parent brand, delivered products or services, line extensions, etc. A brand portfolio is in fact a coherent family of brand names.

Sometimes brands and sub-brands in a portfolio have more or less started to lead their own lives so that the brand as a whole shows less coherence . That can be useful in communications, but it can also be inefficient.

BrandQuadrants model

Globrands’ BrandQuadrants model brings clarity, making it possible to make assessments for each brand or sub-brand, and to formulate guidelines for both the near and the far future.