Models to manage your Brand Portfolio

Updated: Oct 1, 2020

It's rare you come across established companies that simply offer an audience one single thing. As they grow they usually extend their offerings. However, as soon as you begin to offer multiple things you need to present each offering in a distinguishable way so that your audiences know what they are buying. But how do you do this without confusing them? Do you create new brands for each offering or simply offer them something different as the main brand?

These are the strategic questions I like to help tackle!

There are two main models for managing brand portfolios (also known as brand architecture). These are known as two different types of metaphorical "Houses". Let's go house hunting and see which one you are...