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Dictionary by pitch.dog
Brand architecture & portfolio · Core

Portfolio

Also called: brand portfolio

ELI5

The collection of brands, products, services or businesses managed by an organisation.

Used in conversation

“The work feels inconsistent because the team is using portfolio in three different ways.”

Pitch context

You will see “Portfolio” in brand decks, campaign plans, research reports and performance reviews when the discussion reaches brand architecture & portfolio.

Why it matters: In brand architecture & portfolio, a loose definition can change rights, obligations, approval, disclosure or enforceability.

Caution

Meaning, enforceability and required process vary by jurisdiction and agreement; this definition is not legal advice.

Connected terms

  • Brand portfolioThe search label “Brand portfolio” can route to both entries.
When the words have to travel

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Sources & evidence · 5

Direct term-level sources and supporting source families.