Brand Portfolio Strategy: Mono- and Multi-Brand Strategies

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Brand Portfolio Strategy: Mono- and Multi-Brand Strategies
Brand portfolio strategy involves designing, deploying and managing a number or a range of brands as a coordinated portfolio of multiple meaning-based assets that address the needs of a wide range of customers in a given marketplace to maximize returns and minimize risk. The portfolio is strategically designed to promote complementarity and minimize cannibalization. In this way, every brand can function as a component piece working in complete accordance and harmony with the company's other brands to maximize the value of the entire portfolio. A study analysing 72 Fortune 500 companies indicated that cracking the right brand portfolio strategy can reap significant benefits for the organisation as it affects both its marketing function and finance function. Mono-Brand Strategies A mono-brand strategy is the simplest type of brand strategy which consists of a portfolio of only one single brand that is used on all the products and services which are offered by the company. Many com (...) Read more? Sign up for free

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		rajat baisya, Professor, India
	Brand Cannibalisation and Stretch Risks A multi-brands strategy is often followed when the (...)