In order to manage brand portfolios strategically, a company must start with

Question

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To manage brand portfolios strategically, a company must have a deep understanding of customer needs in the product category. This will enable the company to create a portfolio that meets the varying needs of different customer segments, while also establishing a consistent brand image across all brands in the portfolio. A single, overall identity may not be applicable to all brands, and having a separate portfolio manager for each brand may not be the most effective approach. Additionally, a single overall objective may not be appropriate for all brands in the portfolio, as they may be targeting different customer segments or have different product offerings. The mindset of a North American company may not be relevant, depending on the market the company operates in.

In Order to Manage Brand Portfolios Strategically, a Company Must