Brand Portfolio Management 5 Secrets To Success

Marketing Deep Dives by Denyse

The episode discusses brand portfolio management, arguing that fewer, well-chosen variants lead to greater success. It challenges the common belief that more choices benefit consumers, citing research indicating that excessive options can hinder purchasing decisions. Denyse uses examples of successful global brands to illustrate the benefits of focused brand portfolios and suggests strategies for streamlining SKUs, such as annual reviews and targeted innovation. She says poor brand management is linked to marketers prioritising quick promotions over effective long-term brand strategies. Denyse concludes by emphasising the importance of understanding customer needs and aligning product offerings to those needs for optimal results.