Brand portfolio strategy: many brands, one influence
A brand portfolio is a collection of brands owned or managed by a company, with a description of their relationships and interactions with each other. It allows you to expand your brand's influence and adapt to different segments of the target audience.
An example of a company that successfully uses multiple brands is Procter & Gamble. It has a wide range of projects: Pampers, Gillette, Head & Shoulders, Tide, etc. Each of them serves a specific audience, offering a unique solution in a specific segment.
Cost of developing a company's brand portfolio
The price includes:
- positioning strategy for each brand
- communication strategy
- identity
- logos
- brand book
Price for developing a company portfolio (up to 5 brands)
2 million rubles
Stages of creating a brand portfolio (umbrella type)
- We carry out a preliminary analysis.
We study the market, conduct research on competitors and trends, as well as audit your brands and product range. Without this data, it is impossible to achieve a significant result, not to mention the WOW effect. To win the competition, you need to know everything about the market.
- We define strategic goals.
Creating a brand portfolio can have different goals: building transparent connections between brands, searching for growth points, expanding the company’s influence. The further work strategy depends on the chosen goals.
- We are developing the architecture.
A large number of brands in a company is not a guarantee of market conquest. In an effective portfolio, each brand plays a specific role and plays well with the others. This is the only way to avoid brand competition within the same company.
- We are preparing a portfolio development strategy.
At this stage, we identify target audience segments for each brand and create unique selling propositions. We formulate the philosophy of companies, their goals, objectives and missions, and also prescribe tools and communication components.
- We create naming, logos and identity.
If necessary, we will come up with a unique name that reflects the idea and values of the brand. We will develop a logo, color scheme and fonts. All this helps to create an attractive and memorable image of each brand and positioning system.
- We are preparing layouts.
We develop layouts for product packaging, advertising brochures, presentations and other promotional materials.
Need, product, brand: how the company’s brand portfolio is formed
The structure of the brand portfolio directly depends on how many segments of the target audience or markets the company wants to cover. To determine which products to include in the portfolio and how to position them, they conduct an audit and market research, analyze the preferences and needs of its various segments.
For example, it is important for a cosmetics company to have separate lines for youth audiences, middle-aged people and mature consumers. Each must offer unique solutions that meet specific needs.
The types of brand cases may vary depending on the strategic goals of the company. Some create multiple brands to cover different industries and parts of the market, reduce risk and maximize their presence.
Other companies prefer narrow specialization, focusing their efforts on one niche and creating a compact but powerful brand portfolio.
Our clients
What is architecture
brand and why is it needed?
The lack of a clear structure makes it difficult to effectively manage a brand portfolio and often results in multiple private label brands vying for the attention of the same audience. To build a clear hierarchy and effectively manage brands, 4 architecture models are used.
- Corporate
The company uses a single corporate brand for all its products and services. For example, “Magnit”, “Family Magnit”, “Magnit Cosmetic”.
- Architecture with sub-brands
The company uses a master brand for its products and services, under which there are sub-brands for individual categories. For example, “Yandex”, whose family includes such brands as “Yandex.Business”, “Yandex.Music”, etc.
- Architecture with independent brands
A company creates different brands for different products or services. For example, Procter & Gamble, where each brand (for example, Pampers, Gillette, Head & Shoulders) has its own identity and positioning.
- Mixed architecture
The company uses a combination of different types of architecture depending on the product, audience and goals. For example, Nestlé, which has both sub-brands (e.g. Nescafé, Nestea) and independent brands (e.g. KitKat, Maggi).
Creating a brand architecture is a key element of the development strategy.
She helps:
- streamline the brand system,
- avoid internal conflicts in the portfolio,
- build effective communication with the target audience,
- increase the manageability and adaptability of the business to the market.