Principles and Best Practices in Brand Portfolio Strategy and Architecture
Brands represent a company’s most valuable intangible asset, and as such must be managed strategically. This requires developing a thoughtful brand portfolio strategy; one that defines the optimal number, scope and strategic role for each brand within the portfolio. Only then can more tactical brand architecture decisions be made, such as: 1) how brands should relate to one another, 2) when a corporate brand should endorse a product brand, and 3) whether and to what extent visual identity and other expression elements should be shared across brands. This webinar will help participants understand the key components that comprise a brand portfolio strategy, and how these components relate to and inform brand architecture decision-making. In doing so, it will leverage best practices, guiding principles, and real-world examples.
The following topics will be covered:
Presented by: Mitch Duckler,
Senior Partner, FullSurge
March 25, 2013 1:00 PM Eastern