Determining the existing landscape of a company’s brand portfolio is becoming an increasingly complex task, understandably so—brands continue to diversify with increasing frequency, acquiring multiple properties with multiple divisions or featuring multiple product lines with multiple sub-brands.
Undergoing a brand portfolio analysis remains a crucial component of corporate success. Understanding and assessing a brand’s portfolio requires first a clear understanding of the brand, and second, an understanding of the brand’s business goals and objectives. These insights, along with an analysis of existing gaps, overlaps, and brand investments, form the foundation of an actionable portfolio assessment. Once completed, it then becomes possible to accurately identify what brands, divisions, and products are core; what their role and importance is within the brand hierarchy; which, if any, products or divisions need to be escalated, eliminated, or merged; and in what categories the brand is strongly or poorly positioned to compete.