Glossary of Branding Terms
The sum of all brands that a company owns or actively maintains and uses.
Brand portfolios are often found in B2C business and in the luxury goods sector, where product brands are very specifically aligned with the respective purchasing groups. The owners of brand portfolios generally manage these brands independently of each other in order to retain maximum flexibility for acquisitions and sales.
Developing and maintaining a comprehensive brand portfolio requires the deployment of significant human and financial resources. This is the only way to build and maintain awareness, reach and preference for each individual brand.
