Is the structure and organization of your brand portfolio unclear or confusing to customers? Does it contain brands that overlap and essentially compete with one another? Are brands within your portfolio inconsistently or illogically linked to one another, potentially diluting the valuable equity of one or both brands? These are issues that are effectively addressed through a thoughtful and comprehensive brand architecture strategy. In this presentation, Mitch demonstrates best practices and guiding principles in brand portfolio strategy and architecture, using numerous examples of companies that have achieved a significant competitive advantage in their respective industries through building world-class brand portfolios.
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