Lippincott brand science tools are helping the world’s best-known companies to manage their brand portfolios more effectively by answering questions like these:
- How well are your brands performing?
- Could I maximize market coverage with fewer brands?
- Do my brands cover different customers’ needs with differentiated value propositions?
- Should I reallocate marketing investments or change my marketing mix to protect and grow key brands in my portfolio?
- Can I use brands to reduce or eliminate channel conflict?
- Are there gaps in my portfolio that can't be met with existing brands?
- Would I be better off buying or creating new brands and sub- brands, or repositioning existing brands?
- How do I eliminate non-performing brands? Or is there inherent value in these brands we can capitalize on?
Brand portfolio economics can help you:
- Ensure that your portfolio of brands supports your business strategy
- Understand and segment your customers’ needs and priorities
- Isolate brand equity and the value of each brand's economic contribution to your profit margin
- Evaluate each brand’s ability to win new customers
- Quantify the economic impact of adding or eliminating brands