Conduct a comprehensive audit of [Company]’s current brand portfolio and recommend the optimal brand architecture (branded house, house of brands, endorsed, or hybrid) for [Region] over [Timeframe]. Prioritise growth, risk, and clarity for [TargetSegment] while minimising cannibalisation and operational complexity. Use inputs: current brands/sub-brands, product lines, customer journeys, and channel strategy. Evaluate using criteria: strategic fit, equity transferability, differentiation, scalability, cost-to-implement, and legal/regulatory constraints. Provide governance guardrails for future additions and retirements.
Output format:
Executive summary (≤200 words) stating the chosen architecture and rationale; 2) Decision matrix scoring each option (0–5) across criteria; 3) Portfolio map table (Master Brand → Sub-brand → Product line → Proof points); 4) Risk register with probability/impact and mitigations; 5) 90-day action plan ownered by [Role_Executive_Sponsor] with milestones and KPIs (e.g., awareness %, portfolio margin %, cannibalisation rate).