What does brand portfolio and architecture mean?

Often the terms “brand portfolio” and “brand architecture” are highly misunderstood and misused. Therefore, understanding each of them as separate concepts is important. Brand portfolio is a strategically lead procedure aiming to get maximum coverage of the market. It also focuses on minimizing any overlapping amongst brands in the market, creating effective product or services, handling several brands titled under the same company and cases of deployment. 

Brand architecture is an external device for customer handling. It aids in reducing doubts and confusions of the customers. What it follows is giving out a properly made structure of the product which will, in turn, help the customers to understand the worth of the product and also what the company has in store.

How do brand portfolio and architecture help in maximizing business?

While brand architecture is made keeping in mind the demands of customers and supply ability of the product, brand portfolio helps in maintaining the uniqueness of its name in the market. 
Although each of these is individual concepts but are often applied together and therefore used together as well. The products that are made by the brand can be strategically represented using the theories and techniques of brand and sub-brand portfolio. In the representation comes the architecture where the product is to be made alluring enough for the customers to choose. There must not be any twisted presentation and the idea should be clearly pointed out before the customers. If this thing can be well connected, maximization in business is achieved.

Important things to keep in mind

Regarding both these concepts and their implementation, there are certain things to keep in mind. They are as follows:

•    A brand should make its product or services entirely customer centered. What kind of product or services are well-liked and can be well fed in the market should be the primary focus of the brand.
•    Not all customers would think similarly. Therefore, any brand should navigate via their product portfolios over the internet to determine and immediately match up different choices of the customers. 
•    The portfolio strategies should be constantly updated to match up the changing needs of customers. Use various patterns in architecture to convey about your product and convince them to purchase the same. For this, the latest technologies and advancements in trends can be followed up and applied accordingly.

At the end of the day, the companies and brands that cater to the various and ever-changing demand of the customers would be at the zenith. The supply-demand graph is to be constantly met and thought of innovative creations in the field. 
The relationship between brand portfolio and architecture

On the one hand brand portfolio responses to the non-hierarchical technique of organization of the brands among themselves, while brand architecture is based in the hierarchical relationship among brands. Success comes to business when a brand portfolio comes up with distinctly defined brand architecture. It provides a better way of clarification for all the connected divisions in marketing. 

Both of these synced together can create tremendous brand management. New brands can be easily integrated into the existing structure of brand architecture. Once the need of the target group is known through brand architecture, rectifications can be made in the brand portfolio that will help grow one’s business plans. To think about it, there would also be a direct positive result on the business performance. Scarce resources can be easily allocated.

Be it a single brand or a multi-brand company, thorough research in the brand portfolio and proper presentation in brand architecture can help in the success and absolute satisfaction of from the customer’s end.