The Ensemble of Brands: Understanding Brand Portfolio

Ever wondered why a company like Unilever manages multiple brands like Dove, Lipton, and Axe? This is what we call a brand portfolio, a collection of all the brands offered by a company to cater to different market segments.

For beginners, managing a brand portfolio might seem daunting. A good starting point is the book "Portfolio Management for New Products" by Robert G. Cooper.

Beginner's Curriculum: Learning the Dynamics of a Brand Portfolio

1. Books: Start with "Portfolio Management for New Products" by Robert G. Cooper and "Brand Portfolio Strategy" by David A. Aaker.
2. Online Courses: "Brand Management: Aligning Business, Brand and Behaviour" on Coursera provides a comprehensive look at managing a brand portfolio.
3. Articles: Websites like Harvard Business Review and Marketing Week offer valuable insights into brand portfolio management.

Mastering Your Brand Portfolio: The Art of Managing Multiple Brands

1. Understand Your Market: Recognize the different segments of your target audience.
2. Position Your Brands: Strategically position each brand in your portfolio to appeal to different segments.
3. Balance Your Portfolio: Maintain a mix of cash cows, stars, question marks, and dogs (BCG Matrix).
4. Leverage Synergies: Use the strength of one brand to support another in your portfolio.
5. Regularly Evaluate and Adapt: Regularly review and adjust your brand portfolio strategy.