6. Brand Portfolios
How many established brands should a company have? Some would say ?the more the better? but the key to a successful portfolio of brands is balance and careful management. The ideal portfolio creates strong associations and economies of scale and gives direction to an organisation. eGuide six discusses the benefits of successful brand portfolios and how to avoid costly mistakes.
In order to make the most of the interactivity between the seven eGuides, you will need to download them into the same folder on your hard disk. To download a guide, right click on the link to the pdf and select the ?Save Target As? command. This will allow you to save the guide to a folder of your choice.
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