Pick a company.
As completely as possible, characterize its brand portfolio
and brand hierarchy.
How would you improve...
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General Management
Pick a company.
As completely as possible, characterize its brand portfolioand brand hierarchy.
How would you improve the company’s brandingstrategies?
Answer & Explanation
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4.3 Ratings (811 Votes)
Top marketers are increasingly concerned with brand architecture and brand portfolio strategy due to increasing MA activity creating vast complex and overlapping portfolios technology convergence blurring the lines between product types and changing the way customers think about and shop the category and cost pressures making it increasingly difficult for companies to support large numbers of products and brands The two terms are often misunderstood and so clarification can often help demystify the meaning and importance of each concept Brand portfolio strategy aims to maximize market coverage and minimize brand overlap through the effective creation deployment and management of multiple brands within a company It serves as an inwardfacing tool for the organization to ensure that the companys brands are effectively targeting all key segments within the marketplace
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