Keeping it in the family: measures and drivers of portfolio brand cohesion

Abstract This research examines Portfolio Branding Cohesion (PBC) by applying Ward et al.’s (Int J Market Res, 2024) PBC metric (PBCM) to the United Kingdom’s packaged-goods sector, across nine categories, 125 brands, and 1023 products. On average, brands use their branding elements with 65% consistency. We observe significant variations in PBCM across categories, highlighting that visual cohesion depends on the brand. Factors such as an increasing number of visual elements, the presence of sub-brands, and whether the brand is a private label negatively impact PBCM, reducing cohesion across product portfolios. Our findings show that larger portfolios struggle to maintain cohesion, as expansion often introduces inconsistent design elements. Sub-brands typically weaken cohesion, which could affect long-term brand architecture. These insights offer practical implications for marketers, emphasising the need for careful portfolio management, thoughtful sub-brand strategies, and stronger visual identities for private label brands. Strengthening PBCM allows brands to build a cohesive visual identity, boosting consumer recognition and loyalty. In addition, by replicating and extending Ward et al.’s (2024) PBCM, we enhance its validity and reliability across broader contexts.