The brand portfolio audit
David Aaker
The brand portfolio audit provides a systematic way to critically examine the current portfolio and to identify problems and opportunities.
BRAND PORTFOLIO INVENTORY
Identify the brands in the portfolio or portfolio subset, including sub-brands, endorsed brands, branded differentiators, branded energizers, alliance brands, and corporate brands.
PORTFOLIO OBJECTIVES
Is the portfolio delivering synergy, with brands teaming to support and enhance other brands?
Are brands consistent across product-market contexts? Are future strategic brands and brands with clear roles given adequate resources to fulfil their assigned roles?
Are all brands fully leveraged? Could they be extended horizontally...