The Sins of Brand Portfolio Management

This paper revolves round the potential sins within brand portfolio management that can inhibit successful brand portfolio management. The sins are introduced and discussed in the following order and format: never substitute brand identity with platform capitalization; never sell off aligned brands in acquired brand portfolios; never reduce the brand portfolio to a marketing aspect alone and do not confuse brand equity with brand value; never lose an integrative triangular perspective on brand value; and finally, do not mix up brand architecture with brand portfolio management