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Do I really need brand portal?

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What, if any, functionality exists in Brand Portal that cannot be replicated with custom coding/configuration in AEM / Assets alone?

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I would assume that you have already gone through the scope and capabilities that Brandportal provides to enable Distributed marketing usecases. Its a multi-tenant Saas offering hosted by Adobe that allows the enterprises to share their approved assets outside their Enterprise firewall.

You can, in principle, customize AEM publisher to create BP like system - however, this will be substantial effort and not to mention the costs of operation and ownership thereoff subsequently.