But surely the more established brands you have the better?

The brand portfolio includes all the brands and sub-brands attached to product-market offerings, including co-brands with other brands. In order to distribute our investment most effectively it is important to look at the relationships between all the sub-brands and their strategic importance in overall brand building. This will help us answer the following questions:

• What is the logic of the structure?
• Does it provide clarity to the customer rather than complexity and confusion?
• Does the logic promote synergy and leverage?
• Does it provide a sense of order, purpose and direction to the organisation?
• Or does it suggest ad-hoc decision making that will lead to strategic drift and an incoherent jumble of brands?