It is essential to gain a full understanding of the relative strengths and weaknesses of the brands, services, offerings, products, and divisions in a company’s portfolio. For each element of the portfolio, it is crucial to discern strategic intent and alignment and then to evaluate both current and potential financial performance. Using this understanding as a framework, it is possible to rationalize each element of the portfolio, identify gaps and associated opportunities, and to make both marketing and strategic investment decisions.
Linkage & Hierarchy
There are several goals of defining brand linkages and brand hierarchy. Chief among these goals is to avoid unnecessary complication and confusion both in the target audience and internally. Overwhelming customers is a direct result of not having a well-thought-out brand hierarchy, while having a well-thought-out brand hierarchy promotes sense-making and a managed transfer of brand equity between elements of the brand portfolio.
A strategic process is required in order to determine which brands will stay, which will go and which will change. Our brand strategy team tailors and applies an appropriate decision-making framework to facilitate transition planning. This step must be complete before brand hierarchy and linkages are fully defined.