Brand Portfolio

Strategies
 Designing a Brand Portfolio

Brand Portfolio: The number and nature

of different brands marketed in the
product category sold by a firm
Basic principles:
Maximize market coverage so that no
potential customers are being ignored
Minimize brand overlap so that brands
aren’t competing among themselve
 Depth of a Brand Portfolio

 Different brands in the same product

category
Why?
 To pursue multiple market segments
 To increase shelf presence
 Variety to customers
 Internal competition
 Economies of scale in advertising, sales,
merchandising and distribution
Brand roles in the Brand
Portfolio
Flankers Cash cows
For example: For example:
Wheel and Rin for Surf iPhone 6, iPhone 7, now
(Unilever) iPhone 8

Low-end entry High-end prestige

For example: For example:
iPhone SE, P&G – Oil of Olay
Rs. 25 burgers from Tata - Taj Hotels
McDonald’s
Hero MotoCorp - CD Dawn,
Platina, CD Deluxe
Brand Portfolio Decisions –
Class Activity
 Analyze the Brand Portfolio
 Brand Roles
 Identify the opportunities
 For existing brand
 For new brand
 Rationalizing the brand portfolio
 Discontinuation
 Merge
8.1
1

Brand Asset Valuator

(BAV)
9.1
3 Young & Rubicam’s Brand
Asset Valuator (BAV)
Presents the complete picture of
Brand Health
and also presents the
Stage of development
Sign of decay/erosion
Brand Pillars
How Brands Are Built

Knowledge

Esteem

Relevance

Differentiation
 Pillar Patterns

100 D>R
90

80

70

60

50

40

30

20

10

0
Differentiation Relevance

Room to grow...
Brand has power to build relevance.
 100 R>D
90

80

70

60

50

40

30

20

10

0
Differentiation Relevance

Uniqueness has faded

Price becomes dominant reason to buy.
 100 E>K
90

80

70

60

50

40

30

20

10

0
Esteem Knowledge

Brand is better liked than known.

 100 K>E
90

80

70

60

50

40

30

20

10

0
Esteem Knowledge

Brand is better known than liked.

PowerGrid – Depiction of
Brand Health
Power Leaders
Niche/
Unrealized Potential

(Differentiation and Relevance)

Declining
Leaders
BRAND STRENGTH

Eroded
New

Unfocused

BRAND STATURE
(Esteem and Knowledge)
Questions?