Making BRAND PORTFOLIO work

Brands are proliferating at a breakneck pace. Marketers know that steering a number of them individually often leads to overlapping investments, confused customers, and outright cannibalization, but many resist the centralization and tactics that aggressive portfolio management requires. Companies can overcome this reluctance by appointing a portfolio manager to establish clear roles, relationships, and boundaries for their brands and then, within these guidelines, giving individual brand managers a long leash.

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Hope it helps you to design Brand Portfolios !!