Brand portfolio strategy requires a holistic approach that considers the relationships and interactions between multiple brands, whereas single brand management focuses on optimizing one brand's performance. Portfolio management involves making complex decisions about resource allocation, brand hierarchies, and market positioning across multiple brands.

Success in brand portfolio strategy comes from creating clear brand roles, ensuring each brand has a distinct purpose, maintaining strategic alignment with business objectives, and leveraging synergies between brands while avoiding cannibalization and market confusion.

Companies should conduct regular portfolio reviews at least annually, with more frequent assessments during periods of market change, merger and acquisition activity, or significant competitive shifts. This ensures the portfolio remains relevant and aligned with business objectives while responding to market dynamics.