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brand portfolio
BRAND PORTFOLIO
METAPHORS
BASED ON AAKER’S BRAND PORTFOLIO STRATEGY

Kent Dahl kentd@kth.se Different Relevancein Different Contexts

Proffesional
World

Indek/IPD,
Guest
Lecturer

Master
Thesis,
Endorsed by Uggla

Educational
World

Educational
Music World

Professional
Music World

Music World

Internal& ExternalPerspectives

What a weak sub‐ brand! Portfolio Roles

No, it’s a
Linchpin
brand!

Product Defining Roles

ProductDefiningRoles
Master brand
Endorser brand
Subbrands
Descriptors
Produkt brands
Umbrella brands
Branded differentiators
Co‐brands
Driver roles

Portfolio Roles
Strategic brands current power brand future power brand linchpin brand

Branded energizers
Silver bullets
Flanker brands
Cash cow brands

The FootballMetaphor

“Working as a cohesive unit is equally important in football as it is in brand portfolio management”.

The Swedish FootballPortfolio
Current
Power
Brand &
Silver
Bullet

Cash‐cow
Brand

Future
Power
Brand

Linchpin
Brand

Flanker
Brand
Branded
Energizer

Sony
Spans a spectrum of categories
Many invented by Sony itself
Wide brand scope energy & differentiation

Core; Innovative technology
Many sources continuous flow
Innovative subbrands
Credibility of masterbrand

Subbrands –BrandedEnergizers
Endorsed brand
Current PB +
Silver Bullet
Feature: Dual
Shock, GTA.
Linchpin Silver
Bullet

Silver Bullet,
Feature:
iLink Digital
Interface
Being disconnected? Feature: Optical
Steady Shot
Japan

Energy

MICROMV, Steady Shot,
Memory Stick Media

Helped Sony define category (trend driver), now cash‐cow, BD for phones DreamlinkMembershipProgram–BrandedProgram
Important
point of difference 1. Weekly notificatons, special offers, contests
2. Earn points by reading & clicking through Sony websites

Sony Financial Services 1(2)
Sony Life, Sony Assurance & Sony Finance
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