Brand-Product Matrix Product-Brand relationships 1 2 3 4 A B C Products Brands Product-Brand relationships Brand portfolio Brand-Product relationships Line and category extensions Keller (2008) Chapter 11

Brand Portfolio Basic principles: Maximise market coverage so that no potential customers are being ignored Minimise brand overlap so that brands aren’t competing among themselves to gain the same customer’s approval Keller (2008) Chapter 11

Brand Portfolio Step 1: Understanding What’s in the Brand Portfolio Identify Brand for Review Step 2: Assess Brand Contribution Revenues, marketing expenses, and management time, and importance in the portfolio Step 3: Assess Market Position Tractor: strength of the brand Momentum: direction of the brand Hill et al (2005) “Achieving the Ideal Brand Portfolio,” MIT Sloan Management Review 46(2), pp. 85-91

Brand Portfolio Step 4: Addressing Problems and Identifying Opportunities Contribution Traction Momentum Power H Black hole L Sleeper Wall-flower Slider M Discard Soldier Hill et al (2005) “Achieving the Ideal Brand Portfolio,” MIT Sloan Management Review 46(2), pp. 85-91

Brand Portfolio Step 5: Developing a Plan for the Portfolio Selling, Repositioning, Promoting and Consolidating Brands Hill et al (2005) “Achieving the Ideal Brand Portfolio,” MIT Sloan Management Review 46(2), pp. 85-91

Brand Hierarchy A means of summarizing the branding strategy by displaying the number and nature of common and distinctive brand elements across the firm’s products, revealing the explicit ordering of brand elements A useful means of graphically portraying a firm’s branding strategy