Presentation2 for students career purpose

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1. What is a brand portfolio? A brand portfolio is a collection of all the brands or companies that operate under a larger corporate umbrella. The main entity is called a parent company, which typically has full or partial control of the companies it owns, called subsidiaries. Each subsidiary may have its trademarks, products, or services, so it can act as a separate business entity, which a brand portfolio may outline.There are two common types of brand portfolio models:

2. House of brands The house of brands model is when a parent company owns multiple brands that operate independently. This means each brand has a different name, and there's typically no mention of their shared owner. Most companies use this model because if one brand within the portfolio fails, it has little to no impact on the others, as they're all independent.

3. Branded property The branded property model is when a company uses the same brand throughout its portfolio. For example, Virgin's brand portfolio includes many companies in various industries. This includes radio, real estate, and travel, all with Virgin in the name. Related :   What Is a Work Portfolio and How to Curate One What are the advantages of a brand portfolio? Creating a brand portfolio helps companies stay organized. The portfolio may outline all the companies' offerings, goals, target audiences, and business strategies. This helps guide each business and ensures they're all working towards the same goal, which may be to increase profits. Brand portfolios can also help customers better understand the companies' history, encouraging customers to purchase from different brands within the portfolio. For example, if a clothing brand also owns an accessory brand, loyal customers of the clothing brand may buy accessories as well, as they already trust the

4. company. Related :   Guide to Project Portfolio Management (With Benefits) How to create a brand portfolio If you want to create a brand portfolio, here are the steps you can follow to do so: 1. Create a business strategy Start by creating an overall business strategy that each company within the portfolio can follow. It outlines the goals you want to achieve and discusses how each brand can work towards them. It may discuss each company's resources, such as supplies, labour , or equipment. A strategy can help guide each business within the portfolio to ensure they're all working together effectively. Related :   What Is a Business Strategy vs. Corporate Strategy? 2. Define each brand's role Assign a role to each brand within the portfolio, so all the companies know how they're contributing. Here are the four common types of roles in a brand portfolio:

5. Flankers A flanker or fighter brand is a new brand that a parent company with similar products introduces to the market. The goal is that the new company targets a different audience than the parent company to gain new customers and increase sales without impacting the parent company's success. For example, a woman's clothing company may introduce a children's clothing company to the market. The flanker brand typically aims to attract new customers by offering higher quality products than the parent company, or lower quality products at a better price .

6. Related:   Brand Objective Examples (With Definition and Steps) Cash cows A cash cow brand is an established company that earns a steady flow of income. Cash cows are typically in a slow-growth industry, meaning the company may have little to no progress or change, but it still earns enough to operate and generate profit. A cash cow typically requires minimal upkeep, such as investments or new products.

7. Related:   What Is a Brand Concept? (Including Importance and Tips) Low-end entry level A low-end, entry-level brand is a company within a brand portfolio that offers affordable products or services, especially compared with the other brands in the portfolio. Having one brand that offers cheaper products and services can attract new customers, and if they have a good experience, they may be more likely to purchase from the other brands. Once the brand has an established customer base, the company may choose to increase its prices. Related :  

8. What Is a Normal Good? (Definition and List of Examples) High-end prestige Some brand portfolios may include high-end brands that sell luxury items. This can help create a sense of prestige, encouraging customers to purchase these high-end products to improve their image. This may encourage customers to buy other items from the brand portfolio as they may be perceived as being of higher quality. Related :   What Are Specialty Products in Marketing? With How-to Guide