Brand portfolio and architecture on the case of football

In the process of designing the brand architecture sometimes only indentifying the brands and subbrands could be nontrivial task (Aaker and Joachimsthaler, 2000, p. 134). There is a famous picture that presents the brand architecture as a football team, presented in the Figure 1 and 2. The football pitch is supposed to be the market map. There is said that if each football player represents, they are to cover the priority areas. Some players are the stars or super-brands others have minor roles and are support brands (Davidson, 2002, p. 28).

Figure 1: The ideal portfolio
The ideal portfolio
Source: Davidson, 2002, p. 28

Figure 2: The typical market/brand portfolio
Typical market brand portfolio
Source: Davidson, 2002, p. 29

If we think of each individual player as a brand, then identity and communication programs are tools or exercises that make the individual player better (Aaker and Joachimsthaler, 2000, p. 133).


Davidson, Hugh. 2002. Portfolio managing matters. Brand Strategy: 162, p. 28.
Aaker, David A. and Joachimsthaler, Erich. 2000. Brand Leadership. 2000. The Free Press. 350 p.

Marko Savić
I’m exploring & researching the inter-dependence of the business model innovation with design thinking. You may wish to hire me as a Business Design Coach or Senior Lecturer in Design Management or as a Key-Note Speaker at your next event.