Introduction
Branding is an important and significant marketing tool to develop the business and product, it was always one of the focuses by the business and organization. The brand can be also defined as the appearance of the company; it helps the consumer to know the product or services. Due to its critical, there are many techniques and concept for brand management that has appeared especially the brand portfolio strategy, brand hierarchy, and brand equity.
品牌是发展业务和产品的重要且重要的营销工具，它一直是企业和组织关注的焦点之一。品牌也可以定义为公司的外观；它帮助消费者了解产品或服务。由于其关键性，出现了许多用于品牌管理的技术和概念，尤其是品牌组合策略、品牌层次结构和品牌资产
Statement
One of the Famous American branding masters, David A. Aaker has defined the brand portfolio in his latest book “brand portfolio strategy”. He mentions that the brand portfolio is all about the brand that manages by the organization which could divide into a few types such as master brand, endorser, sub-brand, branded differentiator, co-brand, branded energizer, and corporate brand. Through all the connections between those functions of the different brands to enhance the effective brand management but not to develop multiple brands to compete for the strongest brand. In a simple term, a brand portfolio has specifically emphasized the positioning and relations between the different brands based on market environment to fulfill the management needs. For example, the master brand is the main brand that influences the purchase of customers, and sub-brand are used to support and adjust the value recognition of the main brand. In this situation, the sub-brand will appear in an inconspicuous manner to support the main brand, and the main brand occupies the dominant position.
作为著名的美国品牌大师之一，David A. Aaker 在他的最新著作“品牌组合策略”中定义了品牌组合。他提到品牌组合是关于组织管理的品牌，可以分为几种类型，如主品牌、代言人、子品牌、品牌差异化因素、联合品牌、品牌活力和企业品牌。通过不同品牌的这些功能之间的所有联系来增强有效的品牌管理，而不是发展多个品牌来争夺最强品牌。简单来说，品牌组合就是特别强调不同品牌根据市场环境的定位和关系，以满足管理需要。例如，主品牌是影响顾客购买的主品牌，子品牌用于支撑和调整主品牌的价值认知。在这种情况下，子品牌会以不显眼的方式出现来支撑主品牌，主品牌占据主导地位
While the brand has been positioned, it will form a hierarchy between the branding. For example, the Toyota company, has Corolla, Echo, Camry, and so on. In normal situation, the organization would divide the brand hierarchy with the corporate brand, house brand, family brand, and mono-brand. Due to the different hierarchy of brand, while the company develops a new product, they would consider many elements like color appearance, designing, and so on to convey to the customer about the relative importance and position of the brands. Considering, the element of the product designing is actually hooked up with the brand equity which was a type of intangible asset. It does reflect by the consumer behavior, feeling, and thinking, and also the price of the product, sales of product by the brand.
品牌定位后，品牌之间会形成层次结构。比如丰田公司，有卡罗拉、Echo、凯美瑞等等。在正常情况下，组织会将品牌层次划分为企业品牌、自有品牌、家族品牌和单一品牌。由于品牌层次不同，公司在开发新产品时，会考虑色彩外观、设计等诸多因素，向客户传达品牌的相对重要性和地位。考虑到，产品设计的元素实际上与作为一种无形资产的品牌资产挂钩。它确实反映在消费者的行为、感受和思维上，也反映在产品的价格、品牌对产品的销售上。
In another word, brand equity will be one of the leverages to measure the brand hierarchy and affect brand portfolio management. Commonly, the brand portfolio has a few strategic purposes to achieve, which are to establish strong brands, allocating of brand resources, establish coordination, cover the diversification potential model. The organization will these targets by combining different types of brands as brand portfolios. For example, one of the famous strategies will be the multi-brand strategy which is implementing many different brands into the same type of product. The ITC company will be a good example in terms of multi-brand strategy. In the food and beverage industry, the ITC company has developed the brand of Sunfeast, Bingo. Kitchens of India. Bnatural and many more. Nonetheless, multi-brand strategy is forcing the organization to focus manage on the emphasis on the differentiation of brand in terms of position, quality, price, quantity, channel, and so on. Besides that, organizations usually implement the multi-brand strategy by three methods which are research and develop own new brand, merge, and acquisition existing brand, or brand affiliate.
换句话说，品牌资产将成为衡量品牌层次结构和影响品牌组合管理的杠杆之一。通常，品牌组合有几个战略目的要实现，即建立强势品牌、配置品牌资源、建立协调、覆盖多元化潜力模型。该组织将通过组合不同类型的品牌作为品牌组合来实现这些目标。例如，著名的策略之一将是多品牌策略，即将许多不同的品牌实施到同一类型的产品中。在多品牌战略方面，ITC 公司将是一个很好的例子。在食品饮料行业，ITC公司开发了Sunfeast、Bingo品牌。印度的厨房。自然等等。尽管如此，多品牌战略迫使组织集中管理，强调品牌在定位、质量、价格、数量、渠道等方面的差异化。除此之外，组织通常通过研究和开发自己的新品牌、合并和收购现有品牌或品牌附属三种方法来实施多品牌战略。
Conclusion
In conclusion, branding management is a dynamic art that must be continuously adjusted with the changes in the market environment. However, successful brand portfolio management must be able to find the balance between the elements of brand portfolio and improve the efficiency and corporate market competition. There is no perfect combination portfolio but just the most suitable combination in the brand portfolio.
总而言之，品牌管理是一门动态的艺术，必须随着市场环境的变化而不断调整。然而，成功的品牌组合管理必须能够在品牌组合要素之间找到平衡，提高效率和企业市场竞争。没有完美的组合组合，只有品牌组合中最合适的组合。
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