Brand Portfolio
Case History: Refreshment Beverages
High performance brand
portfolios are built on customer values
that are shared across borders. When
brands meet the needs of consumers
from the developed markets of America,
Western Europe and Australia to
emerging or developing markets such as
China, India or Indonesia, they have the
potential to drive substantial long-term
revenue growth.
To achieve this objective, two global brand portfolio strategies were created for a leading soft drink company.
The first “change the rules” in a way that effectively leveraged a world-class brand name across regions at various stages of market evolution. The second launched a profitable new category of branded soft drinks, and established a new standard of competitive superiority.
