Brand Portfolio Strategy: Mono- and Multi-Brand Strategies

Brand Management
Knowledge Center

 
Brand Management > Forum

New Topic


Parag Utekar
Student (MBA), India
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

  rajat baisya
Professor, India
 

Brand Cannibalisation and Stretch Risks

A multi-brands strategy is often followed when the (...)

 

More on Brand Management
Summary
Forum
Effects of a Product Recall on Competitors
Brand Portfolio Strategy: Mono- and Multi-Brand Strategies
Sub-Branding Strategy and Endorsed Branding Strategy
🔥Brand Roles and Scope
Brand Comparison in Advertising
What is Orange Marketing? Definition
How to Maintain a Brand once it's Established?
Brand Advertising versus Positioning
Best Practices
Managing Brand Hierarchy
3 C's of Brand Positioning
What is Brand Rivalry? Definition
How to Protect your Internet Domain Name?
Special Interest Group

Are you interested in Brand Management? Sign up for free

Notify your students

Copy this into your study materials:

and add a hyperlink to:

Link to this discussion

Copy this HTML code to your web site:


Brand Management
Knowledge Center

 


About 12manage | Advertising | Link to us / Cite us | Privacy | Suggestions | Terms of Service
2021 12manage - The Executive Fast Track. V15.7 - Last updated: 17-1-2021. All names of their owners.