A _____________ is a company's collection of categories, brands, products, and services.
A. Brand equity
B. Investment portfolio
C. Brand portfolio
D. Brand value
E. Subordinate portfolio
Answer: C - A brand portfolio is a company's collection of categories, brands, products, and services. Similar to an investment portfolio, a brand portfolio allows a company to collect and aim to capitalize on all components related to products and services. Depending on the width and depth of product lines, companies can put together significant brand portfolios that provide a competitive edge in a market. Marketing strategies are tailored to specific aspects of a brand portfolio. Typically, companies review the brand portfolio regularly to design the correct marketing mix for specific products and services.