# Brand role: what it is and how it works · Zorraquino
> Brand role is the function a brand performs within a portfolio: which offering it identifies and how it relates to other brands.
URL: https://www.zorraquino.com/en/dictionary/branding/brand-role.html

# 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.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## 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

[Brand and branding](https://www.zorraquino.com/en/dictionary/category/marca-y-branding)

## Related concepts

- [Brand portfolio](https://www.zorraquino.com/en/dictionary/branding/brand-portfolio.html)
- [Brand architecture](https://www.zorraquino.com/en/dictionary/branding/branch-architecture.html)
- [Emerging brand](https://www.zorraquino.com/en/dictionary/branding/emerging-brand.html)