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"How to Optimize Your Brand Portfolio" Worksheet (by Denise Lee Yohn)
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"How to Optimize Your Brand Portfolio" Worksheet (by Denise Lee Yohn)


Organize, prioritize, and manage your portfolio of brands. …

Organize, prioritize, and manage your portfolio of brands.

Watch the video and download the worksheet here:

This is part of a 10-video series, "How to Build a Breakthrough Brand" ( Whether you’re building a brand from scratch or looking to strengthen your competitive advantage, “How to Build a Breakthrough Brand” provides the tools and instruction you need. Each of the 10 videos introduces a key step in the brand development process, and the accompanying worksheet outlines the points to get you started.

Visit for more brand-building insights and instruction.

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  • 1. how to build a breakthrough brand -- worksheethow to optimize your brand portfolioUse a brand architecture to organize, prioritize, and manage your portfolio of brands. A brand architecturedraws upon one of four general approaches: brand architecture spectrum branded house sub-brands endorsed brands house of brandsa. branded houseAll products in the portfolio are branded with a master brand, usually the example:company name. Use this approach: BMW – 7 Series, 5 to emphasize the company brand over individual products Series, 3 Series when the corporate brand is well known and has strong brand equity to establish and maintain customer relationships with the master brand, such as when customers might buy several of your productsb. sub-brands example:The master brand is linked to and given different associations by different product Sony PlayStation, Sonybrands. Use: VAIO, and Sony Bravia to differentiate the master brand while leveraging its existing equity when most brands enjoy similar levels of awareness and equity to establish customer relationships with multiple products in disparate categoriesc. endorsed brands example:Product brands are endorsed by a master or corporate brand. Use: Courtyard by Marriott to position products as independent but united and Residence Inn by when the master brand is needed to lend credibility or suggest a standard of Marriott quality, such as when introducing a new product to establish customer relationships with multiple products in similar categoriesd. house of brands example:Product brands are labeled, promoted, and sold independently. Use: Tide, Pampers, and Oil to target niche markets, have multiple brands in a single category, and/or of Olay -- all owned by avoid negative or incompatible associations between product brands Procter & Gamble when product brands are well-established to establish diverse customer relationships with diverse productssteps to implement a brand architecture:1. conduct a sound analysis of market forces including customer, competitor, and market trends2. identify product-market options and evaluate those options based on the growth potential of each, your brand platform, and your business strategy3. select the brand architecture approach that best aligns with your desired direction4. use the brand architecture to prioritize your brands and explain the relationships between brands5. flesh out guidelines for managing existing brands/creating new ones6. develop the appropriate nomenclature and visual approaches for each type of brandvisit to view Denise’s “How to Builda Breakthrough Brand” video series and access other worksheets • • © 2012 Denise Lee Yohn, Inc. • 917 446 9325 •