Summary
During the strategy phase of the Forrester 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, and a B2B product naming system must be designed to strengthen the organization’s master brand identity. In this report, we define the components of a best-in-class branding and naming system that aligns with the portfolio architecture and supports a rational approach to expressing and merchandising a company’s offerings.
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