10 Guidelines for Your Brand Portfolio Strategy 1. Make sure that each brand has a well-defined role or set of roles 2. Identify the strategic brands 3. Articulate the business strategy 4. Understand the roles of sub-brands and endorsed 5. Find or create branded differentiators 6. Create or exploit branded energizers 7. Leverage strong brands through brand extensions 8. Consider vertical extensions 9. Consider using the corporate 10. Reduce the portfolio size