Are you exploiting the full potential

of your brand portfolio?

Brand architecture and brand portfolio management

Does your brand architecture make sense? Are the structure and management of your brand portfolio efficient? Should you make better use of the potential of your umbrella brand – or create more relevance through individual brands and limit the risk? Our analyses and tools create clarity and provide security for decisions.


Case study: AkzoNobel

The challenge:

As a leading chemical and paint manufacturer with a broad brand portfolio, AkzoNobel has been strongly focused on B2B communication for many years. Changes in the sales structure and digitization have triggered a rethink in brand orientation towards B2C. As a result, the umbrella brand has become much more important, among other things in order to optimize resources and exploit synergies. How can this change be reflected in brand architecture?


Our solution:

For AkzoNobel, Spirit for Brands realigned the brand architecture so that the umbrella brand has a greater role and functions as a product and endorsement brand. For continuous monitoring and control of the new brand system, the architecture was embedded in a brand steering tool based on The BrandTicker, which determines important brand parameters on a daily basis. This made it possible to significantly increase the efficiency of brand management and better steer ongoing developments throughout the brand portfolio.


"Managing the AkzoNobel corporate master brand involves a multitude of different assignments, covering strategic, analytic and communicative challenges. Spirit for Brands proved to be capable of supporting us with all relevant brand consulting services for each dimension. To this end, they have added remarkable value to our brand management achievements.”

Nathalie Quéré, Director Corporate Branding AkzoNobel

Case Study: Randstad


The challenge:

Randstad is not only the world's leading personnel service provider, but also the strongest brand among its competitors. However, the company also has a broad and heterogeneous brand portfolio that varies greatly from region to region. How can the company's management ensure that this brand portfolio is making a growing value contribution?


Our solution:

For Germany and Belgium as pilot markets, Spirit for Brands developed a data-based tool for value-oriented and transparent analysis and management of the brand portfolio, based on key figures for companies, brands and brand strength. This provided the basis for making clear recommendations for dealing with the individual brands.

The result:

The tool has already proven itself in the pilot phase, so that it is now also being used in other markets – for example in the USA, the largest market for Randstad.

More services:

Spirit for Brands Markenberatung GmbH

Im Klapperhof 33

50670 Cologne, Germany

+49 221 474 438 - 0


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