After working on dozens of brand portfolio optimization projects across the world; we've taken what we believe are the best practices of each and developed a proprietary brand portfolio planning process

1. Brand Portfolio Strategy Development
Our Approach
Brand Portfolio Strategy – Navigate Consulting Confidential & Proprietary

2. Brand Portfolio Strategy – Navigate Consulting Confidential & Proprietary
Navigate Consulting’s Brand Building Process
Analyzing Market
Reactions
Designing Marketing /
Branding Strategies
Planning Marketing
Programs
Organizing, Implementing,
and Controlling
Branding Efforts
Analyzing Market
Opportunities
Business
Strategy

3. Brand Portfolio Strategy – Navigate Consulting Confidential & Proprietary
CUSTOMERDecision Decision
Decision Decision
DecisionDecision
Never forget your brand is among the least of the concerns the
consumer has on any given day

4. Brand Portfolio Strategy – Navigate Consulting Confidential & Proprietary
Decision
They use a many criteria to judge your brand versus its’ peers
Hence optimizing your brand portfolio to best fit their needs is critical

5. Brand Portfolio Strategy – Navigate Consulting Confidential & Proprietary
Brand Portfolio Development
How we go about it and what are the key criteria we
consider in the process

6. Every project begins with a Preliminary discussion of issues to be
addressed in this engagement
• What are the current permissions of the master brand? What changes need to be made to extend
permissions into new channels / market segments / offering types / customer segments / etc.?
• What is the appropriate relationship between the master brand and key sub-brands?
• What current sub-brands are positively contributing equity to the master brand? What sub-brands are
currently underperforming?
• Should the client explore other branding models? What other models may be more appropriate going
forward?
• Are there opportunities to simplify the current brand portfolio? If so, which brands might be
consolidated? or even Eliminated?
Brand Portfolio Strategy – Navigate Consulting Confidential & Proprietary
E.G.

7. Brand Portfolio Strategy – Navigate Consulting Confidential & Proprietary
The key criteria we consider in the
process

8. Brand Portfolio Strategy – Navigate Consulting Confidential & Proprietary
= Brand Value
Volume
Price
Decision
1) We want to facilitate the acquisition of new customers
(volume) and allow our clients to charge a premium

9. Brand Portfolio Strategy – Navigate Consulting Confidential & Proprietary
= Brand Value
Time
Customers
Retained
Decision
2) We want to increase loyalty by lengthening the expected
revenue life of a customer

10. Brand Portfolio Strategy – Navigate Consulting Confidential & Proprietary
3) We want to have the ability to credibly expand the company’s
product / service portfolio
= Brand Value
Brand BBrand A
E1
E2
E2
Product Extensions Cross Sell
Decision

11. VolumeCustomers
Retained
3) Have the ability to credibly expand the company’s
product / service portfolio Brand B
E1
Brand A
E2
Product Extensions
= Brand Value
E2
Cross Sell
Strong Brands…
1) Facilitate the acquisition of new customers
(volume) and allow companies to charge a
premium
Price
2) Increase loyalty by lengthening the expected
revenue life of a customer
Time
Brand Portfolio Strategy – Navigate Consulting Confidential & Proprietary
Recap – Three Core Objectives

12. Brand Portfolio Strategy – Navigate Consulting Confidential & Proprietary
Why are these three objectives so important?
Because our goal is to invest in the fewest number of strong brands that will
contribute to every phase of customer acquisition and retention
Objectives are agreed upon, now it’s time to begin the
planning process

13. Brand Portfolio Strategy – Navigate Consulting Confidential & Proprietary
1) Decision Modeling identifies the relationship between
marketing measures and financial performance
Awareness
Associations
Preference
The Hierarchical Decision Model
Consideration
Decision
Usage
Satisfaction
Loyalty
Advocacy
Areas of
Brand Investment
Return on
Brand Investment

14. Communications
Tracking
Image
Tracking
Penetration
Tracking
Loyalty
Tracking
Market
Performance
Recall
Favorability
Awareness
Associations
Preference
Consideration
Purchase
Usage
Satisfaction
Loyalty
Advocacy
Revenue
Profit
2) We examine all facets of the master brand and key sub-brands’
baseline performance along the hierarchical purchase model
Brand Portfolio Strategy – Navigate Consulting Confidential & Proprietary
Components of
the Hierarchical
Decision Model

15. Brand Portfolio Strategy – Navigate Consulting Confidential & Proprietary
Brand Filter Analysis
Preliminary Portfolio Analysis
Gaps Overlaps
$
Investments
Preliminary Portfolio Review
Organizing Principle
Brand
Types
A
B C
D
Long-Term Portfolio Selection
Organizing Principle
Brand
Types
A
b c
D
e
Z
3) We then apply our proprietary 4
Step process to achieve the
optimum portfolio development

16. Brand Portfolio Strategy – Navigate Consulting Confidential & Proprietary
Scenario Planning
1 2
3 4
5 6
7 8
+
Financial Modeling
Conversion Rate
by Segment (%)
Usage by
Segment (#)
Incremental
Awareness (%)
Consideration (%)
f (x) x = -
Avg. Rev. per
Client by Segment
(US$)
Incremental
Segment
Revenue (US$)
Flight Risk by
Segment (#)
Current Usage by
Segment (#)
= x = +
Base Plan
Segment Revenue
(US$)
Revenue Growth
by Segment (US$)
=
Profit Margins by
Segment
Incremental Profit
by Segment
=x ;segments
Segment
Roll-Up
Incremental Profit
=
Marketing
Investment
- Incremental Profit
Net of Marketing
Investment
=
Scenario Planning Financial Modeling
4) Our planning moves to consideration of possible scenarios in
conjunction with a rigorous financial modeling component…

17. The brand portfolio has been resigned, now the creative teams
weave their magic and bring it to life through the design process
Brand Portfolio Strategy – Navigate Consulting Confidential & Proprietary

18. Brand Portfolio Strategy – Navigate Consulting Confidential & Proprietary
They identify the most appropriate touch-points to engage and
excite the consumer

19. Brand Portfolio Strategy – Navigate Consulting Confidential & Proprietary
Case Study – Tourism Australia – A new identify for the 2010’s
The touch point wheel

20. Brand Portfolio Strategy – Navigate Consulting Confidential & Proprietary
Unique patterns - that can only be Australian

21. Brand Portfolio Strategy – Navigate Consulting Confidential & Proprietary
An library of iconic images that convey the Australian “difference” in
marketing material

22. Brand Portfolio Strategy – Navigate Consulting Confidential & Proprietary
Bringing the elements together

23. Brand Portfolio Strategy – Navigate Consulting Confidential & Proprietary
In harmony conveying a seamless Australian identity

24. A Quick Recap of Our Process and Outputs
Average Project length 4-6 months Including creative development for revised portfolio products
Brand Portfolio Strategy – Navigate Consulting Confidential & Proprietary
Core Team
Review
Brand Council
Formation
Executive
Interviews
Existing
Research
Review
Brand Council
Session
Brand Filter Analysis
Gaps
Preliminary Portfolio Analysis
$
Overlaps Investments
Brand Council
Session
Core Team
Review
Preliminary Portfolio Review
Organizing Principle
Brand
Types
A
B C
D
Alt. Portfolio
Scenarios & Plan
Development
Brand Council
Session
Core Team
Review
Long-Term Portfolio Selection
Organizing Principle
A
b c
D
e
Z
Transition
Plan
Development
Brand Council
Session
Core Team
Review
Stage 1 Stage 2 Stage 3 Stage 4
Stage 5
Final Stage
Brand
Types