brand portfolio empi

8/2/2019 Brand Portfolio Empi

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Brand Portfolio


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The way the team plays as a whole

determines its success. You may havethe greatest bunch of individual stars inthe world, but if they dont play together, the club wont be worth a dime.


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Questions You May Hear from ManagementWhy do we have two brands serving the samepurpose in our portfolio?How should we use our budget to drive brandgrowth?

We need to consolidate brands. What is yourrecommendation?What is the rationale for how you haveallocated your marketing budget?How well do our customers understand whatwe have to offer?


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What is a Brand?

?


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A Brand all of the promises and perceptionsan organization wants its market to feel and

believe about its product and service offerings

A brand is an assetIt is a property with a measurable value thatshould be maximized


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Brand Portfolio StrategyThe effective creation, deployment andmanagement of brand assets in support of simultaneous top- and bottom-line growth


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What is Brand Portfolio Strategy?

Maximise portfolio value

Access to New Markets & Customers Marketing Investment Efficiency Strengthened Customer Relationships Uncovered Latent Brand Potential


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An Approach to Brand Portfolio Strategy

The following questions begin the brand portfoliostrategy process What is the optimal number of brands in a specific portfolio? What is the scope of each brand within the portfolio?

What are the roles and responsibilities for each brand within theportfolio? How do brand linkages affect equity of other brands in the

portfolio? (brand architecture) How should acquired brands be integrated into the portfolio?

What is the strategic roadmap for the portfolio to facilitate futuregrowth.


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Why is Brand Portfolio Strategy Critical to YourSuccess?

Brands tie a company to its customers thebrand strategy and hence the business strategy

It guides how the company should invest its

resources It directs the critical trade-offs required with each

strategic business decision It optimizes your marketing spend and maximizes

portfolio valueBrand strategy is business strategy


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Why is Brand Portfolio Strategy So Challenging?

Generally, no single group is reviewing or has the authority tomanage the entire portfolio, resulting in many challenges forsenior executives


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Why is Brand Portfolio Strategy So Challenging?

Overlapping brands in a portfolio offering similarproducts/services targeted to the same customer

Inefficient allocation of brand-building resources includinghaving to support multiple brands across multiple countries

Recent mergers & acquisitions resulting in bloated brandportfolio

Lack of clarity on local vs. global brands

No clear brand-driven growth platforms to fuel future growth Internal constructs, politics, and new product development

drive portfolio strategy vs. customer-insights and strategicgrowth drivers

Lack of portfolio management system


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Brand Architecture vs. Brand Portfolio Strategy

Brand architecture is a critical component of brandportfolio strategy. Brand Portfolio addresses how a company canuse its brand(s) to achieve top and bottom-linegrowth Brand Architecture addresses how a company canbest structure and communicateits portfolio of brands


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Brand Architecture vs. Brand Portfolio Strategy

Many brand architectures are complex, requiringdiligence in streamlining and attempting tomaintain consistency Brand portfolio strategy addresses key strategic

business issues and decisions rather than thelinkages of brands within the architechture

Brand architecture provides a more tactical focuswhile brand portfolio strategy provides a morestrategic focus


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Brand Portfolio Management

By strategically building, leveraging, and protectingportfolio brands, brand portfolio strategy optimizesthe value of the entire portfolio The strategic structure for all master brands and

related brand architectures in a companysportfolio

The external representation of a portfolio of brands based on the end- customers point -of-view

The intersection of business strategy and brandstrategy


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Brand Portfolio Strategy

Brand portfolio strategy drives growth byoptimizing brand assets to meet marketplaceneeds while recognizing internal challenges


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The Quest For Growth

Conventional growth strategies are ofteninsufficient to meet shareholders demands

Todays Challenges Traditional Strategy Often Not Sufficient Increasingly savvy/demanding Customers

Cycle of innovation and imitation increasing Customers bombarded with marketing/offers


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The Quest For Growth

New luxury and value creating opportunitiesat the top/bottom with a vacuum in themiddle

Channel partners becoming competitors


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Renovation & Rationalization Identification of Growth Opportunities Optimization Management System

Focus and clarify portfolio to ensure efficient allocation of resources Determine scope, roles and relationships of brands in the portfolio (brand architecture) Expand brand and business frame of reference Leverage brand(s) into new markets or customer segments Make strategic brand acquisitions Maintain brand relevance


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Manage portfolio roles to combat marketpressures, e.g., consumer bifurcation

Build branded differentiators


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Thank You

brand portfolio empi

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