Portfolio Cohesion refers to the visual similarity of products in a branded portfolio. Cohesion is created by the consistent use of Distinctive Brand Assets and other design elements. Portfolio Cohesion builds Mental Availability by making your brand easier for consumers to recall, and Physical Availability by building your brand’s prominence in buying situations.
The Cohesion Metric
Our Cohesion metric is the first of its kind to quantify the visual cohesion of a brand across its entire portfolio. Leveraging pack images and the knowledge of expert coders, this objective measurement is highly correlated with consumer evaluations of cohesion but does not require costly and time intensive data collection. In addition to evaluating holistic cohesion, our Portfolio Branding Cohesion analysis is a diagnostic tool. It calculates the relative contribution of each Distinctive Asset type to Cohesion, and informs recommendations to build a strong brand identity into the future. The Cohesion metric can also be applied to evaluate the design of sub-brands or line extensions, including those within the current portfolio and new extensions prior to launch.
