Brands represent a company’s most valuable assets. Too often, critical decisions about brand portfolios are not made within a context of sound strategic considerations.
Along with managing a portfolio of brands comes complexity like some brands receiving too many resources and, more importantly, others not receiving enough to fully exploit their markets or domains of competition.
To extract more value out of the portfolio, it is important to understand exactly what brand portfolio strategy and its key elements are, and apply guiding principles to manage the portfolio over time. Brand portfolio optimisation has to critically look into which market to participate, Is there sufficient brands to sufficiently serve the chosen markets, Which customer segment to target, how to align brands with target segment, strategic role and scale of each brand.
OUR PROGRAM OUTLINE
