Development of the Brand Portfolio
About the template
This workshop is designed to carefully evaluate several scenarios/concepts for the development of the company's brand portfolio and, after selecting the optimal one, describe a detailed strategy for the coexistence of brands within this portfolio.
Why to use our template
Template can be useful when:
you have several key products within the company, and you would like to understand how they could be developed properly.
you already have several well-known brands within the company, and you would like to provide a clear role for each of them, strengthen the most important brands, as well as facilitate consumer choice.
How to use this template
First, ask participants to identify a clear difference between several company products/brands (through immersing in their relationship with each other on a metaphorical level, distinguishing brands by target audience, functional and emotional benefits).
Then proceed to formulating 3 possible scenarios of interaction between the sub-brand/sub-brands and the main brand (through generating all possible options for coexistence, clustering them, and selecting the most polar possible vectors).
Evaluate each of the 3 key options for coexistence of the main brand and sub-brand in terms of risks and opportunities for customers, business processes, and partners.
Choose the most priority direction for the development of the company brands in the current year (containing a greater number of opportunities and a smaller number of risks).
Formalize the company's brand portfolio development strategy according to the predefined structure. Present what you have achieved to colleagues and decision-makers.
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