Brand Portfolio Strategy and Brand Architecture

Case Solution

Jill Avery
Harvard Business School ()

While companies brand their products and services in many different ways, there are a few key principles that help define an optimal brand portfolio and associated brand architecture. The brand portfolio strategy involves designing, implementing and managing multiple brands as a coordinated portfolio of significant assets that meet the needs of different clients in a market and maximize return while minimizing risk. It specifies the optimal brand portfolio that a company should lead to coverage of the national market with minimal overlap, defines the role and scope of each brand in the portfolio, and designs a strategic, logical, and efficient brand architecture that brings brands together. in an interdependent system. Done right, it provides information on the allocation of investments between brands, identifies underperforming brands as candidates for pruning or revitalization, and points out gaps in the portfolio that indicate growth opportunities for new brands.

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