Brand portfolio strategy and brand architecture: A comparative study

Figures & data

Table 1. Brand portfolio × brand architecture comparison

	Brand portfolio	Brand architecture
Adoption of a brand management strategy	Branded House; House of Brands; Sub-Branding; Endorsed Brands; Hybrid.	Corporate brand is referred as “company brand” and it will become the main discriminator of the brand architecture.
Number of brands	Decision about number of brands in their portfolios based on their targeted markets, competitors, marketing capabilities, channel relationships and financial performance.	A brand portfolio approach that emphasizes the relationship among different brands and brand lines in the portfolio.
Competition	Firms competing against each other for the same market or intra-portfolio competition.	Designing a brand portfolio that maximize market coverage and minimize brand overlap so brands are not competing for customer approval.
Brand positioning	Consumer perceptions of the quality of the brand and consumer perceptions of the price of the brand in firm’s portfolio.	Customers’ mental organization—sense of structure that dictates where respective brands belong and how they are represented within that mental space.