Well-executed marketing programs drive up both revenue and profits. Companies need to structure such programs carefully to target attractive customer segments, create the desired image and strengthen the brand. Our work focuses on brand management, including competitive positioning, and the impact that marketing mix and resource allocation have on sales and profits.

As products and services become more difficult to differentiate, branding that cultivates a strong, trusted image can help build a larger, more loyal customer base. Bain's approach to brand management, marketing mix and resource allocation more than doubles revenue growth rates.

We begin by mapping the market share and profit position of the client's brands relative to its competitors. We then help clients apply that information to manage brand portfolios, from the development of strategy to tactical allocation of resources. Properly managed, a powerful brand name, coupled with effective consumer and trade marketing, can be a formidable competitive weapon.


To find out more about Bain's work in this capability area, please contact the practice.