Insights

From Brand chaos to clarity: How to build a solid Brand Portfolio

Pivotal insights for a future-proof Brand Portfolio

A strong brand portfolio helps companies grow without creating confusion among customers and stakeholders. But how do you determine which brands to keep, expand, or consolidate?

What is a Brand Portfolio and why is it crucial?

Every company with multiple brands, product lines, or sub-brands has a Brand Portfolio. This portfolio should be strategically managed to avoid overlap, clearly address target audiences, and maintain a strong market position.

For example, Coca-Cola aimed to launch a new brand distinctly positioned from its existing brands. Remarkable developed the brand name Nalu, positioning it as a fresh and natural energy drink with fruity flavors. This strategic naming and targeted branding gave Nalu a clear, unique identity alongside the already established energy drink brand Monster, preventing internal competition within Coca-Cola’s portfolio.

The foundations of a strong Brand Portfolio

A successful Brand Portfolio rests on three pillars:

Clear brand architecture: Companies choose a structure that fits their desired market approach, such as a Branded House, Endorsed Brands, or a House of Brands.
Consistent brand positioning: Every brand within the portfolio must have a clear role and contribute something unique.
Flexibility for growth: A future-proof portfolio leaves room for innovation and expansion without causing confusion

For example, KBC follows a Branded House structure, where all sub-brands closely align with the parent brand for maximum clarity and recognition. Colruyt Group, on the other hand, uses an Endorsed Brands model, where individual brands such as Okay and Spar benefit from the group’s reputation while retaining their own identities. Arvesta applies a House of Brands strategy, allowing brands like Aveve and Lannoo to operate independently without a strong visible link to the parent company.

Common pitfalls

An unstructured brand portfolio can lead to:
• Too many brands in the same market: causing internal competition and dilution of brand value.
• Unclear brand strategy: if customers don’t clearly understand a brand’s positioning, it loses its value.
• Legal vulnerability: An unclear portfolio structure can complicate legal protection, making it difficult to act effectively against trademark infringements.

A good illustration is Greenyard, which recently acquired the brands Gigi and Crème de la Crème to strengthen its presence in the healthy and pure food segment. By carefully selecting brands aligned with their sustainable long-term strategy, Greenyard is building a clear and coherent brand portfolio positioned for future growth.

How to optimize your brand portfolio?

• Audit your existing portfolio: Determine which brands actively contribute to your business strategy and which cause confusion.
• Define strategic direction: Consciously decide which brands you retain, expand, or consolidate.
• Ensure legal protection and consistency: Clear trademark registration and a solid brand strategy prevent complications in the future.

Build a future-proof Brand Portfolio

A strategic and structured Brand Portfolio helps companies grow without causing brand confusion. Curious to see if your portfolio aligns with your business strategy? Get in touch, and we’ll evaluate it together.