Brand Portfolio Architecture – How They Get CreatedA brand portfolio is simply the grouping of brands owned and managed by a single company. Without a formal framework for how brands place in the portfolio, confusion tends to prevail. By Sheldon De Sousa , in Brand Management , at March 22, 2019
How To Organize Your Brand Portfolio?A brand portfolio is simply a collection of multiple brands that co-exist under a single organization. Portfolio structures offer clarity on how those brands are organized and deployed to cover various targeted products, markets and audiences without overlap. By Sheldon De Sousa , in Brand Management , at March 17, 2019
What Is A Brand?A brand is a cluster of all characteristics, perceptions, expectations or associations, tangible or intangible, that set an individual, product, service, concept, company or place apart for competition in the eyes of the customer. By Sheldon De Sousa , in Brand Management , at February 10, 2019
Thinking About Building A Brand?Ultimately, what you create at the end of this process, must leave you comfortable with your decisions. For a brand to flourish, internal buy-in is as important as external acceptance. By Sheldon De Sousa , in Brand Management , at November 26, 2018