What Is a Brand Portfolio?

Marketing and advertising students and professionals are often faced with the management of a brand. When more than one brand is managed at the same time a Brand Portfolio is created.

Defining a Brand Portfolio

A Brand Portfolio is a grouping of all the different brands under a larger umbrella brand owned by a particular business or organization. These would encompass all brands offered in the marketplace, including co-brands and sub-brands.

Uses of a Brand Portfolio

A Brand Portfolio is used to manage the relationships between all sub-brands and co-brands in a strategic way to aid in the development, maintenance and enhancement of brand building. It is used to develop directionality for the organization and its brands, explain the brand to the target market and to company employees and promote all of the brands in the portfolio in a synergistic manner.

Managing a Brand Portfolio

Generally a brand portfolio is managed by a marketing or branding team belonging to the larger umbrella brand. This team will work with representatives of the co-brands, and sub-brands in charge of managing their respective brands to ensure that all marketing and promotional efforts work together to create a synergistic message to the consumer, the organizations employees and the industry.

References

• All About Branding: The Brand Portfolio Matrix