Portfolio Brand Architecture

Develop a brand architecture positioning strategy for {{COMPANY_NAME}}'s portfolio.

**Portfolio Context:**
- Parent brand: {{PARENT_BRAND}}
- Sub-brands/products: {{SUB_BRANDS}}
- Target markets: {{TARGET_MARKETS}}
- Growth strategy: {{GROWTH_STRATEGY}}

**Brand Architecture Framework:**

1. **Architecture Model Selection**
Choose your architecture approach:

□ Branded House
Single master brand, all products under one name
(e.g., Google, Virgin)

□ House of Brands
Independent brands, parent not prominent
(e.g., P&G, Unilever)

□ Endorsed Brands
Sub-brands endorsed by parent
(e.g., Marriott Courtyard, Polo by Ralph Lauren)

□ Sub-Brands
Connected to parent with distinct identity
(e.g., Apple iPhone, Microsoft Xbox)

□ Hybrid
Mix of approaches across portfolio

Recommended model: ___

2. **Parent Brand Positioning**
Define master brand positioning:
- Brand essence
- Core values
- Brand promise
- Brand personality

3. **Sub-Brand Positioning Map**
Position each sub-brand:
| Sub-Brand | Target Audience | Key Benefit | Differentiation | Relationship to Parent |

4. **Portfolio Positioning Logic**
How brands relate to each other:
- Price tier positioning
- Audience segment positioning
- Use case positioning
- Geographic positioning

5. **Cannibalization Prevention**
Ensure clear differentiation:
- Distinct audiences per brand
- Distinct benefits per brand
- Clear reasons to choose each
- Migration paths between brands

6. **Visual Architecture**
How positioning manifests visually:
- Logo relationships
- Color differentiation
- Design system hierarchy
- Naming conventions

7. **Architecture Evolution Plan**
How architecture will evolve:
- New brand introduction criteria
- Brand rationalization criteria
- Merger/acquisition integration
- Brand sunset process

8. **Governance Framework**
Managing portfolio positioning:
- Decision rights
- Brand guidelines
- Approval processes
- Portfolio review cadence