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Brand Architecture

Branding is a key element of a firms marketing strategy. Strong brands help establish the firm's identity in the market place, and develop a solid customer franchise (Aaker, 1996; Kapferer, 1997; Keller, 1998). Owning the number one or two brand in the product category provides manufacturers withas well as providing a weapon to counter growing retailer power (Barwise and Robertson, 1992). A strong brand name Theycan also provide the basis for brand extensions, which further strengthen the firm's position in the marketplace as well as potentially enhancing the brands value ( International brand architecture provides a structure and a rationale for branding decisions at different levels of the organization and for different geographic locations. In essence, this architecture provides the principles that guide the effective use of brands so as to develop a strong positional advantage in international markets.

Some elements of brand architecture (Aaker) Brand portfolio: Includes all the brand and sub-brands attached to product-market offerings, including co-brands with other firms.

Portfolio roles: A systematic view of the brand portfolio, emphasizing roles such as Strategic Brand, Branded Energizer, Flanker, or Cash Cow.

Market Context Roles: Branded offerings are communicated in a particular product-market context such as Master Brand, Endorser Brand, and Sub-brand.

Brand Portfolio Structure: Describes the relationship the brands in the portfolio have to one another, using techniques such as Brand Groupings, Hierarchies, and Network Models.

Brand Scope. The scope dimension reflects the extent to which the brand spans product categories, subcategories, and markets, and addresses the scope of a given brand in relation to other company brands, as well as its relation to competitor brands and portfolios

Brand Architecture

Brand Architecture Brand architecture is the structure of brands within an organizational entity.

It is the way in which the brands within a companys portfolio are related to, and differentiated from, one another. Brand Architecture There are three key levels of branding:

Corporate brand, umbrella brand, and family brand - Examples include Godrej, Samsung, LG, Sony

Endorsed brands, Dual , and sub-brands - For example, Nestle KitKat, Cadbury Dairy Milk

Individual product brand - For example, Procter & Gambles Pampers or Unilever's Dove.

Brand Architecture Corporate brand, umbrella brand, and family brand Corporate branding is the practice of using a company's name as a product brand name Disney, for example, includes the word "Disney" in the name of many of its products These brands may also be used in conjunction with product descriptions or sub-brands:

For example Heinz Cream of Godrej Frost Free Refrigerators, or Virgin Mobile Corporate Brand Architecture Advantage Corporate brand, umbrella brand, and family brand One Ad for all brands Easy acceptance of new product introduced Standardization of : Logo, customer service, treatment and training of employees, packaging, advertising, stationery, and quality of products and services Brand Architecture Disadvantage Corporate brand, umbrella brand, and family brand At risk if there is a problem with sub-brand No segmentation allowed in advertising Individual brands cant be developed easily Brand Architecture Endorsed brands, Dual Brands and sub-brands - For example, Nestle KitKat, Cadbury Dairy Milk These brands include a parent brand but they have their own niche and personality Subbrands can help differentiate and boost corporate brand and drive brand preference. Subbrands can become umbrella names for a family of products extensions Is more expensive than corporate brands and takes longer time to develop


Brand Architecture

Branding is increasingly discussed during strategic planning session conversations among senior level decision makers and in boardrooms throughout the corporate world. That is because of the substantial impact a well-managed brand can have on the bottom line. Corporations must routinely ask "how should we allocate existing financial and human resources among our brands to grow shareholder value". Firms should focus on getting the most from existing brands through better organizing and managing brands and brand inter-relationships within the existing portfolio. Changing market dynamics and new business strategies have forced a critical re-evaluation of how the various pieces of the brand portfolio fit together - or how they do not. The way these pieces are structured, managed and perceived in terms of how they relate to each other and add value to the organization is known as brand architecture. "Brand architecture" is the way a company organizes, manages, and markets their brands.

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It must align with and support business goals and strategies. Different business strategies require different brand architectures. The two most common types (as discussed by authors) are: "Branded house" architecture employs a single (master) brand to span a series of offerings that may operate with descriptive sub-brand names and "House of brands" architecture each brand is stand-alone; the sum of performance of the independent brands is greater than they would be if under a master brand. Neither type is better than the other. Some companies use a mix of both. The key is to have a well-defined brand architecture strategy. Steps to maximize brand architecture (as suggested in paper): take stock of your brand portfolio from the perspective of customers because their view is the foundation for your strategy; do "brand relationship mapping" to identify the relationships and opportunities between brands across your portfolio. Check for these criteria: the perceived or potential...