Brand fan: model to align brand portfolio & architecture.

Tool to visualise the current and future brand portfolio and brand architecture. Makes complex coherence transparent. So that portfolio strategy decisions can be made quickly and the evolution can be monitored. Model is based on the dynamic relationship between the degree of dominance of other (sub) brands, category names and propositions.

Brand portfolio and brand architecture alignment

The dynamic relationship is important, because brand portfolios are never static in practice. It translates complicated portfolio management into an understandable and practical tool for branding and other professionals throughout the organisation.

The brand fan was selected by SWOCC as a strategic tool for brand architecture, read more here.