Brand portfolio molecule approach

To successfully manage a brand portfolio, a company needs three things: an understanding of its portfolio of brands; a set of tools with which to manage the portfolio; and an organisation designed with this approach in mind.

Brand portfolio molecule approach

Sam Hill & Chris Lederer

To successfully manage a brand portfolio, a company needs three things:

  1. A true visualisation of the entire portfolio depicting all the brands, their characteristics, and the relationships among...

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