Brand role
Brand role is the function a brand performs within a portfolio. It helps determine which offering it identifies, how it relates to other brands and which resources it needs
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
It may act as a primary brand, a supporting brand or a specialist proposition, among other roles depending on the model used. Classifications are tools, not mandatory categories. Assigning a role requires explaining which decision it guides and avoiding several brands competing for the same meaning without a strategic reason.
Also known as
portfolio role
Topics