The brand portfolio audit
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.
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...