Growing a brand through portfolio management

Each day, the average consumer makes many decisions and choices about products and brands. When doing so, he or she identifies products in a variety of different ways. A brand comprises a range of features which help to identify the products of a particular organisation. These may include its name, a symbol, term, or other creative element. Branding is important for consumers because it is a form of product differentiation which communicates quickly and effectively a lot of information about a product range – it…