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

1. 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).

2. 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).

3. 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.

4. 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).

5. Formalize the company's brand portfolio development strategy according to the predefined structure. Present what you have achieved to colleagues and decision-makers.