A STUDY ON STRATEGIC PORTFOLIO POSITIONING AND EQUITY ENHANCEMENT.

This study addresses the core challenge of how firms can effectively leverage strategic brand portfolio positioning to maximize total brand equity while mitigating the risks of internal competition and dilution. This study investigates the critical link between a firm's strategic brand portfolio positioning and the subsequent enhancement of brand equity (both customer-based and financial) across the portfolio. It addresses the challenge multi-brand firms face in managing brand relationships to maximize market coverage while minimizing internal competition and dilution risk. this research offers significant theoretical contributions to the field of marketing and practical implications for managers seeking to create, defend, and grow the value of their corporate brand portfolio. This research aims to address this lacuna by providing a data-driven framework for optimal brand portfolio positioning. Brand positioning is an ideal tool for improving brand image. It helps to figure out what a brand really means to the customers.