1. Brand-Product Matrix Product-Brand relationships1 2 3 4 A B C
Products
Brands
Product-Brand relationships
Brand portfolio
Brand-Product relationships
Line and category extensions
Keller (2008) Chapter 11

2. 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

3. 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

4. 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

5. 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

6. 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