Alignment with customer requirements is the key to effective brand management. EquiBrand works with companies to organize and manage their customer offerings, with the overall objective of maximizing strategic leverage and increasing the value of the portfolio.

Key issues addressed:

What improvement opportunities within the current brand architecture strategy and framework exist to better align with the marketplace?

Should the company employ a masterbrand strategy or compete via individual brands and subbrands?

How many brands should be supported, and through what means?

Are there any gaps in the current portfolio and how should these be addressed?

How should a newly acquired brand be integrated into the existing brand portfolio?

Approach and anticipated results:

Establishing an effective portfolio begins with an understanding of the company's overall business objectives and strategies. From there, we establish the category framework and inventory the current brand images and interdependencies within the portfolio. Alternative architectures are then constructed and assessed. Strategic work sessions are conducted to ensure the recommended portfolio meets the overall business objectives.