The Brand Portfolio Strategy

The Brand Portfolio Strategy involves managing a company’s range of brands to meet different customer needs and preferences while optimizing overall business performance. It includes decisions on how to position each brand, whether to develop new ones or retire outdated ones, and how to ensure they complement each other without causing confusion or cannibalization. This strategy helps the company cover multiple market segments, strengthen its market presence, and allocate resources effectively—ultimately maximizing value and growth across all brands within the portfolio.