Brandopdeling

Brandopdeling is a strategic process in brand management whereby a company structures and allocates its portfolio of brands and sub-brands to clarify roles, improve market coverage, and optimize resource use. The goal is to create a coherent brand architecture in which each brand has a defined purpose and audience while contributing to the overall corporate identity.

Brandopdeling often involves selecting an architecture model, such as a house of brands, where independent product brands operate under a corporate group, or a branded house, where a single master brand governs sub-brands. It also encompasses multi-brand strategies, sub-branding, and endorsed brands. Central to the process is defining the role of each brand, its target segment, positioning, and how it relates to other brands in the portfolio.

Benefits include reduced customer confusion, clearer value propositions, more precise marketing communications, and improved allocation of marketing budgets. It can also facilitate acquisitions or divestitures and enable portfolio optimization over time as markets and products evolve.

The typical process involves a brand audit to map current brands and perceptions, defining a preferred architecture and naming conventions, assigning brand roles and guardrails, and implementing governance with regular portfolio reviews. Transition plans address naming changes, visual identity, and stakeholder alignment.

Risks include increased complexity and cost, potential internal resistance, misalignment with customer needs, and difficulties in maintaining consistency across markets. Success depends on clear leadership, stakeholder involvement, and ongoing measurement of brand equity and portfolio performance.