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A brand portfolio is a collection of brands that operate under a single parent company.
The Leisure‘s main focus is in the hospitality sector, but corporate has recently acquired EasyWay bus company for its brand portfolio and so is tapping into the transportation market.
The parent company has full or partial control over the subsidiaries in its portfolio. Individual brands within the portfolio may operate either under their own names (for example, The CocaCola Company and its subsidiaries Fanta, Sprite, Costa Coffee, and others) or they may all share the same name or a part of it (for example, FedEx, FedEx Services, FedEx Freight). Each brand in the portfolio can operate as a separate business, with its own products, services, and policies, but the parent company should ensure that all brands in the portfolio share the same market vision. Companies build brand portfolios to expand and establish themselves in different market segments. An effectively organized brand portfolio allows brand managers to see their subsidiaries within the context of a bigger picture, reduce overlap, and allocate resources efficiently.
Portfolio značek je soubor značek, které fungují pod jednou mateřskou společností.
Společnost Leisure se zaměřuje hlavně na pohostinství, ale nedávno do svého portfolia značek získala autobusovou společnost EasyWay, a tím vstoupila na trh dopravy.
Mateřská společnost má nad dceřinými společnostmi ve svém portfoliu plnou nebo částečnou kontrolu. Jednotlivé značky v portfoliu mohou vystupovat buď pod vlastními názvy (například The CocaCola Company a její dceřiné společnosti Fanta, Sprite, Costa Coffee a další), nebo mohou mít všechny stejný název či jeho část (například FedEx, FedEx Services, FedEx Freight). Každá značka v portfoliu může fungovat jako samostatný podnik s vlastními produkty, službami a politikou, ale mateřská společnost by měla zajistit, aby všechny značky v portfoliu sdílely stejnou vizi trhu. Společnosti vytvářejí portfolia značek, aby se rozšířily a prosadily v různých segmentech trhu. Efektivně organizované portfolio značek umožňuje manažerům značek vidět své dceřiné společnosti v širším kontextu , omezit překrývání a efektivně alokovat zdroje.
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English Editorial Services’ mission is to assist international businesses and organizations of all sizes to communicate clearly, correctly, and persuasively with their business partners and target audiences.
Simply subscribe to receive our Business Term of the Day at no charge to your inbox each business day, with explanation in English and Czech.
