Brand Architecture, Portfolio and Pricing Signals

Six brands, forty-one SKUs, and a brand campaign with nothing to be measured against. 8 modules and a practical lab, about 20 guided hours.

What you’ll be able to do

• Classify a portfolio against branded-house, house-of-brands, endorsed and hybrid models and diagnose where it is incoherent.
• Decide between extending, endorsing and launching using category permission and cannibalisation evidence rather than enthusiasm.
• Sequence a rationalisation or migration with timing, trade communication and revenue-risk controls.
• Set a price ladder and price-pack architecture that signals the intended position across formal and informal retail.
• Codify and enforce distinctive assets, and test recognition without a research budget.
• Audit and rebuild the trust signals a low-trust Nigerian buying context actually checks.
• Draft the commercial and brand terms of a licence or co-branding agreement, including quality control and reversion.
• Specify a brand tracking study — questionnaire, sample frame, fieldwork method and naira budget — that can actually be fielded in Nigeria.

What’s inside

8 modules + lab · around 20 hours