Learn what a brand portfolio is and how brand architecture models and types help to manage structure and meaning.

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First, you’ll learn what a brand portfolio is and how and how it’s often used interchangeably with terms such as umbrella branding and brand architecture.


Next, we’ll discuss when to use a brand portfolio strategy and how smaller brands can use it too.


Then, we’ll explore a case study including an example from Toyota before we explore the different brand roles and types within brand architecture including flanker brands, cash clow brands, entry level brands and prestige brands.


Next you’ll discover the advantages of a brand portfolio strategy with references to Virgin, FedEx, P&G, Unilever, Nestle and Kellogg’s as well as brand architecture types such as a Branded House and a House Of Brands.


Finally, we dive into some of the best examples of brand portfolios and their brand architecture types with Unilever, Nestle, Pepsico, Apple, Johnson & Johnson and FedEx.

For more brand strategy resources and downloads visit https://brandmasteracademy.com/