Brand Portfolio

Brand Architecture is the vehicle by which the brand team functions as a unit to create synergy, clarity and leverage. So if you think of each brand of a company as a football player, Brand architecture assumes a coach’s role by placing each player at the right position and making them function as a team rather than a collection of players. ‘Brand architecture is an organizing structure of brand portfolio that specifies the brand roles and relationship among the brands and different product market context. It is mainly defined by the three major dimensions viz. Portfolio roles, Product market context roles and the Portfolio structure.

Brand architecture involves the management of brand portfolio. Brand portfolio includes all the types of brand viz. Brands and sub brands as well as co-brands with other firms, for example. The brand portfolio of Hindustan Lever Ltd. Consisting of 110 brands with 950 of different types of packs, which are operating under different market context like healthcare, personal care, beverages, etc The decision parameters are should one or more brands be added or deleted? A brand portfolio can be strengthened by the addition of brand keeping in view the portfolio perspective. Similarly brands can be deleted by identifying the superfluous brands which are contributing nothing to the brand portfolio.