METHODS AND SYSTEMS FOR BRAND PORTFOLIO MARKETING

摘要

A method for managing a portfolio of a number of brands in a market. The method includes the steps of assessing of business destinations or goals (105), applying a market clustering if it is determined that the current portfolio dos not meet the desired business destination (210), identifying consumer opportunities (215), determining a number of opportunities to increase the performance of the portfolio of brands based upon consumer data (220), and for formulating one or more brand initiatives to address these opportunities.