Use metrics to predict brand portfolio outcomes
Nick Cooper with Anastasia Kourovskala Millward Brown Optimor
An optimal brand architecture can be created through the evaluation of six critical brand characteristics
Most companies own multiple brands, and while this has undoubted advantages, there are also pitfalls that come with the territory. The use of metrics to help measure, manage and model brand architecture outcomes can be a valuable tool in optimising the use of brand portfolios.
It is increasingly common for companies to own portfolios of brands, even in the same category. This approach has the obvious advantages of increasing...