Brand Portfolio Optimization

For retailers and CPGs, the marketplace is changing dramatically. No longer exclusively following CPG trends in product offerings, retailers are creating their own brands to leverage their advantages in agility and speed to market and to reinforce – and benefit from – their increased understanding of consumer needs and the increasingly positive image of their own store banners.

But with increased authority and ambition within their own stores, retailers are discovering that they must become as competent as CPGs in the crucial areas of brand architecture, product mix and brand management from the top down, including corporate, store and product marketing. In short, they are challenged like never before to generate compelling and consistent brand offerings. This requires brand portfolio optimization. A former DMB&B vice chairman has termed it "the value-producing marketing approach of the next decade." Schawk describes it as:

The alignment of a retailer’s branded product offerings to support the corporate positioning and create an ownable point of difference in the marketplace.

For more information, download now: Brand Portfolio Optimization Paper.pdf