Brand-Product Matrix

• Product-Brand relationships – Brand portfolio

• Brand-Product relationships– Line and category

extensions

1 2 3 4

A

B

C

Products

Brands

Keller (2008) Chapter 11

Brand Portfolio

• Basic principles:

– Maximise market coverage so that no potential customers are being ignored

– Minimise brand overlap so that brands aren’t competing among themselves to gain the same customer’s approval

Keller (2008) Chapter 11

Brand Portfolio

• Step 1: Understanding What’s in the Brand Portfolio– Identify Brand for Review

• Step 2: Assess Brand Contribution – Revenues, marketing expenses, and

management time, and importance in the portfolio

• Step 3: Assess Market Position– Tractor: strength of the brand– Momentum: direction of the brand

Hill et al (2005) “Achieving the Ideal Brand Portfolio,” MIT Sloan Management Review 46(2), pp. 85-91

Brand Portfolio

• Step 4: Addressing Problems and Identifying Opportunities

Contribution

Traction Momentum

Contribution

Traction Momentum

Power H H H Black hole L L H

Sleeper H H L Wall-flower L H L

Slider H M L Discard L L L

Soldier M M M

Hill et al (2005) “Achieving the Ideal Brand Portfolio,” MIT Sloan Management Review 46(2), pp. 85-91

Brand Portfolio

• Step 5: Developing a Plan for the Portfolio

– Selling, Repositioning, Promoting and Consolidating Brands

Hill et al (2005) “Achieving the Ideal Brand Portfolio,” MIT Sloan Management Review 46(2), pp. 85-91

Brand Hierarchy

• A means of summarizing the branding strategy by displaying the number and nature of common and distinctive brand elements across the firm’s products, revealing the explicit ordering of brand elements

• A useful means of graphically portraying a firm’s branding strategy