What is Brand Architecture?

Brand Architecture is the vehicle by which the

brand team functions as a unit to create synergy,
clarity and leverage.
Elements of Brand Architecture
Elements of Brand Architecture
Brand Portfolio

Portfolio Roles

Brand market context roles

Brand portfolio structure

Portfolio Graphics
 Brand Portfolio
ARVIND BRANDS LTD.

Denims Casual wear Formal wear Women’s wear

Wrangler Wrangler Arrow Wrangler

Lee Lee Excaliber Lee

Newport Newport Flying

Bay Island
Machine
Ruf n Tuf Ruf n Tuf
THF
Flying Flying Machine
Machine
THF
THF Bay Island
 Brand Portfolio

 Relationships within a brand portfolio

Single brand across organization
Endorsed brands
House of brands
Brand Portfolio
 Case : The Japanese Giants

 Concept, practice and techniques of branding – very

different from West
 Successful brand is king, individual products and lines
have often played second fiddle
 Corporate logos
 Frequent purchasing and ever shifting trends in
Japanese society – shorter PLC’s
 Quick turnover Not enough time to develop
individual brand identities
 Case : The Japanese Giants

 Solution – Attach them to corporate entities

 Examples
Sony
Yamaha
 Corporate name instantly provides authentication to the
product.
 Winds of change after 1990’s
 Less spending on product development, instead
sustenance & promotion of established products.
 Example – PS2
Elements of Brand Architecture
Brand Portfolio

Portfolio Roles

Brand market context roles

Brand portfolio structure

Portfolio Graphics
 Portfolio Roles

 Strategic brands
Slate & Levis
TCS & TATA

 Linchpin brands
Park Avenue & Raymonds’s
 Portfolio Roles

 Silver Bullet
Think Pad & IBM
Forhans’s Flouride & Forhans’

 Cash cow brand

Marico - Parachute
Elements of Brand Architecture
Brand Portfolio

Portfolio Roles

Brand market context roles

Brand portfolio structure

Portfolio Graphics
 Brand market context roles

 Endorser and sub brands roles

Gillette Sensor
Cadbury Bournvita
 Benefit brands
Gillette & Oral B
Diet Coke
 Driver role
Cadbury’s – CDM and Bournvita
Nirma washing powdwer
Brand market context roles
Elements of Brand Architecture
Brand Portfolio

Portfolio Roles

Brand market context roles

Brand portfolio structure

Portfolio Graphics
 Brand Portfolio Structure

 Brand groupings
J & J - Segment( Infant Care and Intimate Feminine Care)
Product (Healthcare and
Pharmaceuticles)
Design (Classic and Contemporary
 Brand hierarchy trees

 Brand range
Elements of Brand Architecture
Brand Portfolio

Portfolio Roles

Brand market context roles

Brand portfolio structure

Portfolio Graphics
 Portfolio Graphics

 Logo

 Visual presentations
Characteristics of the ideal brand portfolio

 Analogy between the ideal brand portfolio and football

Characteristics of the ideal brand portfolio

 Fits the company’s future vision and destination

 Prioritizes markets and key segments
 Efficiently covers those priority segments
 Ruthlessly prunes out those that do not fit
 Fills gaps through new or extended brands and
acquisitions.
Case : Allied Domecq
 Major mistakes in portfolio management

 Too many brands in too many segments: there may be

too many brands in relation to consumer needs, retailer
space and company ability to promote
 Duplication and overlap
 Gaps in priority market segments
 Inefficiencies in operations and the supply chain
 Diffused and therefore ineffective resource allocation.
 Major mistakes in portfolio management

 Returning to the analogy

 Why managing a brand portfolio is
Important

 Resource

 Efficiency

 Leverage

 Clarity
 Why managing a brand portfolio is
Important

 Growth
Clear prioritization of future focus by major market
Prioritization by brand and product
Concentration of spend on priority market, brands and products
Operational cost savings through simplified business
Disposal of brands which don’t fit
Gap filling by product development and acquisition
 What to do?

 Prioritizing segments

 Use consistent segment definitions across countries

 Case : Unilever
Realize brand value Leverage for growth
High

DOVE

Harvest or Divest Renew brand franchise

Brand Power

Groom & Clean

Q - Tips

Low
Low Economic Power High
 Examples of portfolio analysis

 BCG Matrix
Analyzing Brand
Maruti
Star – Zen
Question mark –
Swift
Cash Cow – Maruti
800
Dog – Baleno
 Examples of portfolio analysis

 Quantified Portfolio Analysis

 Conclusion

 Newly merged firms

General motors – Saab, Alfa Romeo, Hummer
Ford motors – Volvo, Land rover, Jaguar

 Creating “master” brands

 Struggling Brand Managers

 Remove a Brand without losing disproportionate

profitability
 To reposition a brand or to create a new brand
 Will a brand help in entering new markets with
advantage over competitors
 Regional or local brands