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Concept
Brand Portfolio Management
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Summary
Brand Portfolio Management
is like
Taking care of a garden
full of
Different flowers
, where
Each flower is a brand
. You have to make sure each flower gets the
Right amount of water
and sunlight so they all
Grow big and strong
together without one
Taking over the whole garden
.
Concepts
Brand Architecture
Brand Equity
Market Segmentation
Brand Positioning
Product Differentiation
Resource Allocation
Strategic Alignment
Brand Extension
Market Cannibalization
Revenue Cannibalization
Relevant Degrees
Marketing and Sales 60%
Production Engineering and Planning 20%
Human Relations in the Enterprise 10%
Forms of Enterprise 10%
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