Brand Architecture & Portfolio Management
Assign a role and audience to each portfolio brand and track overlap.
Cheat sheet
Assign a role and audience to each portfolio brand and track overlap.
What to check first
Map price ladders, occasions and distribution. Compare switching within the portfolio with competitor switching.
How to make the call
Differentiate pack roles or withdraw the overlapping SKU.
OpenStax · Integrated marketing communications · further reading for brand & communications
Indian practice case
Fictional scenario
A Mumbai dairy company has premium and value yoghurt brands sharing the same shelf.
Reveal the step-by-step solution
- Diagnose the problem.
Map price ladders, occasions and distribution. Compare switching within the portfolio with competitor switching.
- Work through the evidence.
If a new pack mostly takes buyers from the more profitable sibling, recalculate portfolio contribution.
- Recommend and validate.
Differentiate pack roles or withdraw the overlapping SKU.
More Indian cases
Interview question
How would you use brand architecture & portfolio management to make the decision in this case? Explain which data you need first and what would change your recommendation.
See what a strong answer includes
If a new pack mostly takes buyers from the more profitable sibling, recalculate portfolio contribution. Differentiate pack roles or withdraw the overlapping SKU.