The hallmark of an optimal brand portfolio is ________.
A) the ability of each brand to maximize equity in combination with all the other brands in it
B) the ability of each brand to maximize its individual equity in isolation
C) maximum brand overlap
D) the eventual reduction of brand differentiation to create a unified brand appearance
E) maximum internal competition within the firm

Question

Quizplus · Accepted Answer

An optimal brand portfolio should consist of brands that can maximize their equity collectively while complementing each other. This means that each brand should have a unique positioning while maintaining brand coherence and avoiding cannibalization. By maximizing equity in combination with other brands, the firm can achieve a balance between differentiation and unity, which can lead to better market coverage and customer loyalty. Therefore, Choice A is the hallmark of an optimal brand portfolio.

The Hallmark of an Optimal Brand Portfolio Is ________