In Portfolio Management, Investor try to leverage the benefits among stocks in order to minimize the total risks. For example, when the number of stocks in one portfolio increase up to about 30 in US market, the individual risks of each stock will be disappeared and the total risk of portfolio seem be minimum at the systematic risk only. This theory is applied widely in Investment, but how about Marketing in general, and in Brand Portfolio Management in particular?
In the article " 5 Key Elements in Managing a Brand Portfolio", the author mentioned to five key elements we should consider in managing a brand portfolios. They are:1/differentiate, 2/energize, 3/extend,4/clarify, 5/start and end with the customer.
For the details of these elements, please look at the article.
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