A product portfolio refers to the range of individual products that a company offers at any given time. This encompasses all the products or services that a company markets, whether they are similar or different. For example, in the case of a food manufacturer, the product portfolio might include various categories such as pasta, canned goods, sweets, beverages, etc.
On the other hand, a brand portfolio refers to the collection of brands owned by a company. Each brand within the portfolio can have its own identity, positioning, and distinct value. Brands can be developed and managed to address specific needs and market segments or to cover different product categories. In the brand portfolio of a food company, for instance, there might be separate brands for cooking essentials, healthy breakfasts, and healthy snacks.
The product portfolio represents the range of individual products a company offers.
The brand portfolio represents the collection of brands under which these products are marketed.
A well-managed and efficient brand portfolio can enable a company to achieve its marketing objectives and strengthen its market position by creating value for consumers and differentiating itself from competitors.
