NOTCH Strategy: Brand Portfolio Architecture

Brand Portfolio Architecture is a part of brand strategy that is often misunderstood. A brand portfolio map (sometimes called a brand portfolio board) is a way of capturing basic ways in which a brand portfolio is organized by applying one or more organizing principles, along with brand hierarchies and proximity to a company’s brands.

The organizing principles help us to map out the basic areas of focus of the different brands in a portfolio. In its simplest form, a brand portfolio map uses a single organizing principle under which different brands fit. 

This template should help you get started on your journey to reframe your brand portfolio architecture in a way that helps explain what you have, clarify where your headed, and get everyone on the same page.