Lecture 4 slides

1. Brand portfolio strategy

• Mono-brand portfolio (a branded house)
• Multi-brand portfolio (a house of brands)
• Sub-branding portfolio
• Endorsed branding portfolio
• Hybrid portfolio
• Returns and risks of brand portfolio

2. Brand roles and scopes in the brand portfolio
3. Achieving the ideal brand portfolio
4. Brand architecture

Lecture 4 – Managging brand portfolios – 13 Dec 2022