ABSTRACT
This chapter addresses two important topic areas. The first is the management of an organization's portfolio of products through their lifecycle and the lifecycle of the markets that they serve. This will involve the building and maintenance of the portfolio, including rationalization, where necessary, and the enhancement of products with added value services. The second topic is that of branding. Brands are intangible assets which create value for both organizations and their customers. As with products, they must be carefully managed in order to leverage their value and avoid erosion of that value. The chapter explains and evaluates the contribution of valuebased marketing and assess the nature and dimensions of branding brand decisions, their role in the development of advantage and their significance in global markets. The review of an organization's product and service portfolio involves a number of the most important strategic decisions that the organization will make.
