HomeResearch Articles Branding a B-to-B Portfolio of Offerings

Branding a B-to-B Portfolio of Offerings

  • During the strategy phase of the SiriusDecisions Product Marketing and Management Model, portfolio marketers determine how to express the company’s offerings to the marketplace through branding and naming
  • Portfolio branding should be informed by the company’s go-to-market strategy and aligned with the architecture of its offering portfolio
  • SiriusDecisions recommends a branding system that reinforces the company’s master brand and has flexibility for new offerings as the portfolio grows
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