Question

Difference between brand portfolio and brand architecture

Answer 1

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Brand portfolio strategy aims to maximize market coverage and minimize brand overlap through the effective creation, deployment, and management of multiple brands within a company. ... In contrast, brand architecture serves as an outward-facing navigation tool for customers.

Answer 2

A brand portfolio is collection of distant brands operating under 1 larger corporate umbrella while each of these brands maintains its own operational structures the benefit from shared resources .

Brand architecture is the logical strategic and relational structure for all brands in the portfolio a key concept of brand architecture scratches ji is that customers related to brands at different levels.