The brand portfolio audit

The brand portfolio audit provides a model to critically examine the current portfolio and to identify problems and opportunities.

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.


  • Identify the brands in the portfolio or portfolio subset, including sub-brands, endorsed brands, branded differentiators, branded energizers, alliance brands, and corporate brands.


  • 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...

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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

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