This paper discusses the importance of aligning the brand portfolio strategy with the business strategy so as to make the best use of available market opportunities. Further, it highlights and elucidates through numerous examples, four approaches for doing the same, i.e., (1) aligning brand portfolio objectives with business objectives; (2) business development through brand extensions; (3) business expansion through brand acquisition; and (4) using brand alliances as energizers of business strategy. In effect, the paper suggests that a brand portfolio strategy which is in alignment with the business strategy would go a long way in meeting both brand marketing and business objectives in a harmonious manner.

Although many business owners claim that the brand is the company’s most important asset, very few companies have actually integrated the brand strategy with their business strategy, the company’s vision with the brand vision, the business development process with the brand extension process, and their company’s values with their brand values (Urde, 2003). This paper outlines the opportunity for developing dynamic brand portfolio strategies, aimed at expanding and nurturing the firm’s business strategy.

It is suggested that a brand building perspective should be gradually replaced by a leverage-focused brand portfolio framework, with a more inclusive approach to brand management, where brands outside the corporation’s legal border are also treated as an intrinsic part of the brand portfolio (Hill and Lederer, 2001).

Brand Management Journal, Aligning, Brand Portfolio, Strategy, brand portfolio strategies, business strategy, brand portfolio strategy, Coca-Cola, Coca-Cola Zero, Coca-Cola Life and Cherry Coke, Reach Awareness Co-Branding, Business Strategy.