Brand Strategy and Architecture

Project Ascent

March 09
© 2009 Blueprint Advisory Pty Ltd
The brand process
Brand strategy

vision + action + expression + experience

Next steps in a single view
The process
 Picture the future
through stakeholder eyes
Attribute mapping
Attributes – what do you wish to be known for?

• Identify and list the things that will make you distinct
• Rank attributes according importance
• Map attributes into:
– Relationships
– Personality
– Heritage
– Philosophy
– Functions
Brand names
Types of names

• Founder – Ralph Lauren, Salmat,

• Descriptive – Toys ”R” Us, Video Ezy, E*Trade
• Fabricated – Kodak, Xerox, Optus, Microsoft, Accenture
• Metaphor – Nike, Greyhound
• Acronym – IBM, GE, UCMS, NAB
• Abstract – Orange, Apple, 3
• Combination
Qualities of an effective name

• Meaningful
• Distinctive
• Future oriented
• Modular/stretch
• Protectable
• Positive
• Visual
Criteria for a brand name
New name – factors to consider

• Coming up with a name

– How
– Fit with criteria
– Intrinsic value – relevant, credible
– Supports the strategy and vision
– Represents your values
• Naming checks: linguistic, cultural, legal, trademark
• Domain name check: is one available?
Brand architecture
BMW - monolithic
British Airways – monolithic with extension
Endorsed logos: Product, Corporate, Service and Event
Proctor & Gamble - branded
Telstra - hybrid