brand portfolio management and architecture

Whether your organisation is small or large it is likely that you have a number of different brand properties to manage. This may simply be your corporate brand and your product or service brand (even if they share the same name they have different purposes). Or you may have literally hundreds of brands within the portfolio.

How do you navigate your way through the clutter? How do you manage the relationship between the corporate brand, product brands, service brands, sub-brands, sister brands? Or should any of the brands operate as stand alone entities without endorsement? Are any of the brands competing for the same customer segments resulting in sales cannibalisation?

We guide clients through the permutations and combinations that are available. One size will not necessarily fit all but we can help to deliver a band architecture that will minimise confusion among your customers and importantly within your own organisation.

An effective brand architecture can:

Questions answered by Brand Portfolio Management and Architecture

For more information on brand portfolio management and architecture please contact us.

'If you are trying to persuade people to buy something, it seems to me that you should use their language, the language in which they think'

David Ogilvy
Founder of
Ogilvy & Mather