{"id":13743,"date":"2022-02-21T16:48:52","date_gmt":"2022-02-21T19:48:52","guid":{"rendered":"https:\/\/cba-design.com\/latam\/?p=13743"},"modified":"2022-03-18T17:15:22","modified_gmt":"2022-03-18T20:15:22","slug":"insights-brand-portfolio","status":"publish","type":"post","link":"https:\/\/cba-design.com\/latam\/en\/insights-brand-portfolio\/","title":{"rendered":"Elevating your brand portfolio"},"content":{"rendered":"\t\t
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Fragmented markets, multiplied channels, diversified audiences: it\u2019s increasingly complex for companies to offer their products and services. Under pressure to grow exponentially, they often launch a very high number of new lines every year. In the United States alone, 30,000 new products in the FMCG (Fast Moving Consumer Goods) category are launched on average each year by thousands of brands (Nielsen 2019<\/a>).\u00a0But the expansion needs to be well done to work. The uncontrolled proliferation of new brands can confuse the consumer, diluting positioning and generating unnecessary expenses.\u00a0<\/p>

In view of this reality, having a solid portfolio strategy, associated with a coherent brand architecture is essential to leverage its potential in the market, facilitating management, directing expansion and defining a clear vision of innovation. But what exactly are portfolio strategy and brand architecture \u2013 complementary yet different concepts, and what are their benefits?\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Having a portfolio strategy is thinking of brands like a football team <\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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For Alex Espinosa, head of strategy and partner at CBA B+G, “Portfolio strategy, together with brand architecture, is a journey through which the company defines, organizes and brings life to its vision in a way that is connected with its offer. Only then can it translate these elements to the consumer.” This makes them key branding elements, as they reinforce differentiation among competitors, in addition to guiding design choices and helping to outline a clear vision of innovation.<\/p>

On the other hand, David A. Aaker, author of the book Brand Portfolio Strategy (2004), compares the brand portfolio to a football team that works together, where each member has defined roles to enable and support the business as a whole, aiming to prosperity and expansion. This view of brand management isn\u2019t limited to large multinationals. Regardless of the size of the company, it contributes to:<\/p>