This paper discusses the importance of aligning the brand portfolio strategy with the business strategy so as to make the best use of available market opportunities. Further, it highlights and elucidates through numerous examples, four approaches for doing the same, i.e., (1) aligning brand...

The purpose of this paper is to expand the perspective on the artist from brand manager to brand portfolio manager, focusing on applying the brand portfolio metaphor and framework from strategic brand management to the artist and art. This paper has two aims, first to embed the creative artist's...