Sometimes a brand refresh just requires cleaning up the brand architecture. Explain three (3) Adjustments to the Brand Portfolio

Managing brand equity and the brand portfolio requires taking a long-term view and carefully considering the role of different brands in the portfolio and their relationships over time. Sometimes a brand refresh just requires cleaning up the brand architecture. Explain three (3) Adjustments to the Brand Portfolio

The brand is an important marketing tool for the company to develop business. However, a company is not limited to only one brand. The brand does help consumers to understand and recognize the product and services, enhancing the profitability of the product too. In this case, the brand would be critical in terms of management, which is also called brand portfolio

品牌是公司发展业务的重要营销工具。然而，一家公司并不仅限于一个品牌。品牌确实帮助消费者了解和认可产品和服务，也提高了产品的盈利能力。在这种情况下，品牌在管理方面至关重要，也称为品牌组合

The most common technique is to build a hierarchy in the brand and place the different brands in different positions and functions such as the main brand, and supportive brand. In this case, the main brand would enhance and drive the sub-brand under the main brand. For example, the HUAWEI brand does have honor series, prime series, and so on.

最常见的技术是在品牌中建立层次结构，将不同的品牌置于主品牌、辅助品牌等不同的位置和功能上。在这种情况下，主品牌会提升和带动主品牌下的子品牌。比如华为品牌确实有honor系列、prime系列等等。

Secondly, some companies also conduct brand portfolios by developing different brands under the same type of industry and product but also create a small diversification between each product. The ITC company would be a good example, it develops many brands in the food and beverage industry. For example the sunfast, bingo, bnatural and so on.

其次，一些公司还通过在同一行业和产品下开发不同的品牌来进行品牌组合，但也在每个产品之间创造了一个小的多元化。 ITC 公司就是一个很好的例子，它在食品和饮料行业开发了许多品牌。例如sunfast、bingo、bnatural等。

The third adjustment could be the classification of brand level. The organization could classify its brand into a few types, such as the corporate brand, house brand, family brand, and so on. This has made companies have more consideration in the designing of the product in terms of color, size of the word, and so on. For example, coca-cola has come out with a “smart” series of fruit juice, and the word smart become bigger than coca-cola. In this case, the main brand coca-cola functions as a supportive brand to enhance the house brand “smart”.

第三个调整可能是品牌等级的分类。该组织可以将其品牌分为几种类型，例如企业品牌、自有品牌、家族品牌等。这使得企业在产品的设计上，在颜色、字的大小等方面有了更多的考虑。比如可口可乐推出了“智能”系列果汁，智能这个词就比可口可乐大。在这种情况下，主品牌可口可乐起到了辅助品牌的作用，提升了自有品牌的“智能”。