Brand Portfolio Strategy

Definition: Brand Portfolio Strategy is a part of strategic marketing planning that 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.
Also called: Multi-Brand Strategy or House of Brands.

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