STRATEGIC BRAND MANAGEMENT

LECTURER: NGUYỄN ĐỨC TRỤ

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Today’s Agenda

1. Recap of of last Chapter

2. Group 7 presents Chapter 11

3. Class exchanges with Group 7

4. Lecturer presents the rest of Chapter 11

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On the Map

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 CHAPTER 11

DESIGNING &
IMPLEMENTING BRANDING
ARCHITECTURES
STRATEGIES

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Learning objectives

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Learning objectives

● Define the key components of brand architecture

● Guidelines for developing brand portfolio
● Assemble a basic brand hierarchy for a brand

● Corporate brand VS product brand

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Presentation Time

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To recap: Brand Architecture

● Brand Architecture shows us how the sub-brands of a

larger whole are organized, and how they all relate to
each other.

● It helps minimize customer confusion

● Makes it easy for customers to find what they are

looking for & to understand what the company has to
offer.

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To recap: Brand Architecture

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To recap: Brand Architecture

Step 1: Defining Brand Potential

=> Brand Portfolio

Step 2: Identifying Brand Extension Opportunities

Step 3: Branding New Products & Services

=> Brand Hierarchy

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To recap: Brand Portfolio
Include all the brands offered by a single firm for sale to
cater the needs of different groups of people.

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 To recap: Brand Portfolio
Flanker Brand (Fighter Brand) Cash Cows

Low entry - High entry Brand

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Brand Hierarchy

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Brand Hierarchy

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Brand Hierarchy

● Displaying the number and nature of common and

distinctive brand elements across the firm’s products

Purpose:

We can brand a product in different ways depending on

how many new and existing brand elements we use and
how we combine them for any one product.

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Brand Hierarchy

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Levels of a Brand Hierarchy

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Find your Brand Hierarchy !

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Corporate/Company Brand Level

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Family Brand Level

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Individual Brand Level

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Modifier Brand Level

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Product Descriptor Brand Level

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Designing a Brand Hierarchy

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Designing a Brand Hierarchy

Specific Product to Introduce

● The principle of growth

● The principle of survival

● The principle of synergy

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Designing a Brand Hierarchy

Number of Level(s) of Hierarchy

● The Principle of Simplicity

Most firms choose more than one level, for 2 reasons:

1. Lower levels of the hierarchy allows the firm

flexibility in communicating the uniqueness of its
products.

2. Higher levels of the hierarchy is obviously an

economical means of communicating common brand
elements
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Level of Hierarchy example

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Level of Hierarchy example

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Designing a Brand Hierarchy
Desired Awareness & Image

Principle of relevance & Principle of differentiation

Flagship Product

Combining Brand Elements from different Levels

Principle of Prominence

Linking Brand Elements from multiple products

Principle of Commonality
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Designing a Brand Hierarchy

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Corporate Branding

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Corporate Branding

● A corporate brand is distinct from a

product brand in that it can encompass
a much wider range of associations.

● Corporate brand equity is the

differential response by consumers,
customers, employees, other firms, or
any relevant constituency to:

Words, actions, communications, products, or

services provided by an identified
corporate brand entity.
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 Corporate Branding

Corporate Image Dimensions Managing Corporate Brand

Common Product Attributes, Corporate Social

Benefits, or Attitudes Responsibilities

People & Relationship Corporate Image Campaign

Values & Programs Corporate Name Change

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Corporate Branding Examples

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Brand Architecture Guideline

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Brand Architecture Guideline

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