Research suggests that few companies actually get the
most out of their brand portfolio as a whole and thus
leave large sums of money on the table. This same
research suggests that the explanation for the gap
between realized and potential value is less to do with
individual brand marketing and development capabilities,
and much more to do with a lack of a systematic and well
governed means for managing the portfolio of brands as
whole. In the following commentary we argue that by
applying four fundamental principles companies can
unlock significant additional intrinsic future brand
portfolios. 2012
