Best Practice Report

Branding A B2B Portfolio Of Offerings

January 1st, 2018


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.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.