Efficient and Effective Management of Brand Portfolio

Abstract

Efficient and effective management of a brand portfolio assists target customers with the awareness of the roles and the relationships of the brands. The management can relate the functions of some brands to other brands in the same organization. Managing brands in a coordinated way helps determine the marketing management which is in line with the situation in which brands are extended. The brand portfolio adaptation must be carried out taking market complication into account. However, the brand portfolio has to maintain its identity. Efficient and effective management of brand portfolio results in an increase of the market share which leads to the good result of a sustainable business and customer satisfaction.