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The document discusses brand portfolio strategies, including mono-branded and multi-branded approaches, and emphasizes the importance of managing these brands to address diverse customer needs while minimizing risks. It outlines key components such as brand roles, scopes, and achieving an ideal brand portfolio, including concepts like brand reputation and dilution risks. Furthermore, it explains the house of brands concept and the potential risks related to brand cannibalization and stretching.

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1. Brand portfolio strategy Mono-brand  portfolio (a branded house) Multi-brand  portfolio (a house of brands) Sub-branding  portfolio Endorsed branding portfolio   Hybrid portfolio Returns and risks of brand  portfolio 2. Brand roles and scopes in the brand portfolio 3. Achieving the ideal brand portfolio 4. Brand architecture
Brand portfolio strategy involves the design, deployment, and management of multiple brands as a coordinated portfolio of meaning- based assets that address the needs of diverse customers in a marketplace and maximize return while minimizing risk. A brand portfolio strategy is designed to: promote  complementarity minimize cannibalization 
Using a single master brand across multiple product categories Brand reputation risk   Brand dilution risk © Copyright 2010-2022 Dr Liem Viet Ngo Brand portfolio strategy - House of brands A house of brands contains independent, unconnected brands Shadow  endorser - is not connected visibly to the endorsed brand, but customers know about the link. Examples: Toyota and Lexus Brand   cannibalization risk Brand stretch risk ©  Copyright 2010-2022 Dr Liem Viet Ngo Brand portfolio strategy - Sub-bra