Product Description
107 slides
This Knowledge Area Review (KAR) describes what to do with an inherited portfolio of brands.
ICG research suggests that the gap between realised and potential brand value is less to do with individual brands and much more to do with the lack of a systemic and well-governed means of managing a portfolio of brands as a whole. As an executive, what do you do with an inherited portfolio of brands? In this document, we help you to think about that question, and support it with available thinking on:
- Perspectives on global best practice guiding principles for brand strategy drawing upon over 30 case examples
- Rationale for brand portfolios vs. single brands, optimal size and how/why they are integrated
- Types of brand architecture and provide examples of each
- Customer needs and their implication for brands
- A high level look at optimisation strategies, and
- Discuss how brands are measured, brand equity as a construct and how organisations can know where they stand.
Immediate access and full-use licence: USD2,000 local – USD7,500 global.
