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) maximal brand overlap
D) the eventual reduction of brand differentiation to create a unified brand appearance
E) none of the above

Question

Quizplus · Accepted Answer

An optimal brand portfolio is one in which each brand is able to maximize its equity in combination with all the other brands in it. This means that each brand should be differentiated enough to stand on its own, yet cohesive enough to work synergistically with other brands in the portfolio. Maximal brand overlap (choice C) would be counterproductive to creating a well-optimized brand portfolio. The eventual reduction of brand differentiation (choice D) is also not desirable, as it would diminish the uniqueness and value proposition of each brand. Choice B is only partially correct, as maximizing individual brand equity is important but not the sole factor in creating an optimal brand portfolio.

The Hallmark of an Optimal Brand Portfolio Is ________