Brand Portfolios

The brand portfolio is the set of all brands and brand lines a particular firm offers for sale in a particular category or market segment.

The basic principle is to maximize market coverage so no potential customers are being ignored, but minimize brand overlap so brands are not competing for customer approval.
Each brand should be clearly differentiated and appealing to a sizable enough marketing segment to justify its marketing and production costs. Marketers carefully monitor brand portfolios over time to identify weak brands and kill unprofitable ones.

Example: GAP Brand Portfolio Strategy by segment

Fashion company GAP Inc. uses several brands. (left side of graph) Each of their brands is targeted at a different segment and at a price level matching that segment (right side of graph).

Brands can also play a number of specific roles as part of a portfolio.

Example: Flanker Strategy Giorgio Armani

Example: Cash Cow strategy Gillette