{"id":4816,"date":"2014-11-21T05:53:37","date_gmt":"2014-11-21T10:53:37","guid":{"rendered":"http:\/\/www.digitalbrandinsider.com\/?p=4816"},"modified":"2019-12-11T15:00:29","modified_gmt":"2019-12-11T20:00:29","slug":"managing-a-digital-brand-portfolio-today","status":"publish","type":"post","link":"https:\/\/www.cscdbs.com\/blog\/managing-a-digital-brand-portfolio-today\/","title":{"rendered":"Managing a global digital brand portfolio today"},"content":{"rendered":"

By Vincent D\u2019Angelo<\/a><\/p>\n

You don’t need to be an Internet business to do much of your business online. Every company needs a stable digital presence to engage with customers, vendors, partners and employees.  If you don\u2019t have an enterprise-wide digital strategy for protecting and managing your greatest intangible asset \u2013 your brand , then you\u2019re putting your organization\u2019s reputation, relationships and prosperity at risk.<\/p>\n

\"\"<\/a>At CSC Digital Brand Services, we come across many companies that don\u2019t manage their digital assets as a holistic brand portfolio. It\u2019s understandable. Because global IP management is complex and digital technologies change so rapidly, brand owners often adopt a piecemeal approach. When a new product launches, a new website goes with it. When a marketing team in one part of the globe has a new promotional idea, they register a social media username. On an individual basis, this makes sense. But each extra building block in the brand\u2019s digital footprint adds complexity (and risk) for the company.<\/p>\n

Naturally, managing a digital brand portfolio is determined by the needs and size of the business. Long-established consumer brands operating in many markets, for example, face different challenges to new e-commerce companies.<\/p>\n

Whatever the size and scope, though, we\u2019ve identified numerous common themes:<\/p>\n