Learn how to manage brand identity, extend brand value, and strategically grow portfolios through branding strategies like cobranding, repositioning, and extension. This episode explores brand design through identifiers and associations that shape customer perceptions. It covers brand portfolio strategies—umbrella branding, house-of-brands, and cobranding—and analyzes how each impacts visibility, value, and risk. It also explains vertical and horizontal brand extensions, and how companies reposition or realign brands to stay relevant in changing markets. By mastering these techniques, businesses can build powerful, adaptable brands that drive long-term growth and customer loyalty.
