How would you create a Brand portfolio if you’re starting from scratch?

Brand Portfolio action plan.

1.   Assess- How many Brands do you need? 

2. Then assess- How many brands can you feed?

Basis economics of brand building not only in the first year of launch but atleast a 3 year Horizon and your available Budgets.

With:

–         – Media fragmentation and

–         – Competitive intensity,

the cost of creating and sustaining a brand has become back/bank breaking. 

3. RECOMMENDATION– So it is recommended, you build a single brand with multiple products to address multiple Need states/Target audiences, and a simple architecture consisting of descriptorS to help consumers navigate the range easily and clearly.

4. Example- An eg is COLGATE with a Descriptive sub brands architecture.

Do let me know what you think.