This section focuses on how to use decision forms to withdraw, upgrade or introduce brands. Read sections III.2 and VI.4 to learn more about situations when brand portfolio decisions are required.
The brand portfolio series of decision forms will guide you through these decisions. The form shown in Figure 43 appears when you choose the brand portfolio icon on the decision home. It gives an overview of your current brand portfolio. A brand may be:
•. No brand portfolio operation has been conducted on this brand. Hence, you will market the same product as in the previous period.
•. This brand will be based on a new R&D project as of the decision period. It means that a different product, e.g. one more powerful or with a longer battery life, will be marketed under this brand name.
•. This brand is a new one that will be marketed for the first time next period.
•. This brand will no longer be marketed as of the beginning of the decision period.
From this form, you may modify or withdraw one of your existing brands or launch a new one. You may also undo any of your previous decisions.
Figure 43 – Brand portfolio decisions – Home