L9-Designing and Implementing Brand Architecture Strategies

BRAND MANAGEMENT
L9: Designing & Implementing

Branding Strategies
Learning Objectives
• Define the key components of brand architecture

• Outline the guidelines for developing a good brand
portfolio
• Assemble a basic brand hierarchy for a brand
• Describe how a corporate brand is different from a
product brand
• Explain the rationale behind cause marketing and
green marketing
Module Code and Module Title Title of Slides

Brand Architecture
• Brand architecture (branding strategy) – defines

both brand boundaries & brand complexity –
tells marketers which brand names, logos, symbols
& etc to apply to which new & existing products.
• A firm may employed an umbrella corporate or

family brand for all products ( as ‘branded house’)
or collection of individual brands all with different
names ( as ‘house of brand’)

Brand Architecture

Brand Architecture

Brand Architecture
• The role of defining branding strategies is referring:

• 1) Clarify – Brand Awareness – improve
consumer understanding & communicate similarity
& differences between individual products
• 2) Motivate – Brand Image – maximize transfer of

equity to/from the brand to individual product to
improve trial & repeat purchase.

Brand Architecture
Brand-Product Matrix
• Graphical representation of all the brands &
products sold by the firm (Brand as rows, Product
as column)

Brand Architecture
• 1) Brand-product relationship (row) – brand
extension, the number & nature of products sold
under the firm’s different brands
• Brand line – in one row of the matrix – all products
sold under a particular brand
• To judge the potential new product extension for a
brand & how effective it leverages existing brand
equity from parent brand to the new product.

Brand Architecture
• 2) Product-brand relationship (column) – brand
portfolio strategy – the number & nature of brands
to be marketed in each category (product)
• Brand portfolio – in one column - a set of all
brands & brand lines that a firm offers for sales to
buyers in a particular category.
• Design & market different brands appeal to different
market segments
• Any one brand in the portfolio should not harm
or decrease the equity of others
Brand Architecture
• Product line – a group of products within a
product category that are closely related, function in
similar manner & sold to the same customer
groups, marketed thro the same types of outlets, fall
within a given price ranges
• Product mix – product assortment – a set of all
product lines that a particular seller make available
to the buyers (different set of column in brand-
product matrix)
• Brand mix – brand assortment – a set of all brand
lines make available to buyers (different set of row)
Brand Architecture
• We can define a firm’s branding strategy according to
– The breadth – in term of brand-product relationships &
brand extension strategy
– The depth – in term of product-brand relationship &
brand portfolio or mix
• A branding strategy is both broad & deep – if the firm
has large number of brands & extend into various
product categories. Example: Nestle, P&G

Brand Architecture
Branding Strategy – Product lines & mixes
• Describe the number & nature of different products
linked to the brands sold by a firm
• A) Breadth (Width) of Product Mix – how many
different product lines a firm should carry – 3 factors
affecting product category attractiveness:
• 1) Aggregate market factors – descriptive
characteristics of the market itself – market size,
market growth, PLC stage, profit, seasonality.
• A market is attractive – large, fast growing & in
growth stage of PLC, non-seasonal & steady profit
margin
Brand Architecture
• 2) Category factors– structural factors affecting the
category – threat of new entrants, bargaining power of
buyers & suppliers, pressure from substitutes.
• A category is attractive – threat of new entrant is low,
bargaining power of buyers is low, only few substitutes
• 3) Environmental factors – external forces unrelated

to customers & competitors – political, technological,
economic, regulatory & social

Brand Architecture
• 2) Depth of Product Mix – how many variants to offer in
each product line. Optimal product line strategies is
needed
• Marketers need to examine the % of sales & profits
contributed by each item in product line & its ability to
withstand competition & addressed consumer needs.
• A product line is too short – if additional items can
increase the long-term profits; Product line is too long – if
dropping items can increase the profits
• From branding perspective – longer lines may decrease
consistency of associated brand image

Breadth of Branding Strategy

Brand Architecture
Branding Strategy – Brand extension vs portfolio

• After analysing appropriate product categories &
product lines:
• Marketers next decide:
• A) which products to attach to any one brand (brand
extension) as well as
• B) how many brands to support in any one product
category (brand portfolio)

Brand Architecture
Brand extension
• Also called brand stretching is a marketing strategy in
which a firm marketing a product with a well-developed
image uses the same brand name in a different
product category.
• For brand extension to be successful, there usually must
be some logical association between the original
product and the new one. A weak association can result
in brand dilution. Even worse, if a brand extension is
unsuccessful, it can harm the parent brand.

Brand Architecture
Brand Extension Methods

• 1) Brand extension can be as simple as offering an
original product in a new form such as frozen pizza
offered by a made-to-order pizza restaurant.
• 2) Brand alliances - combining a product with another
such as smartphone brand with Android OS.
• 3) Leverage a brand's reputation to move into new
product categories such as a car company known for
its engineering prowess starting a motorcycle division or
create companion products i.e. spare part using the car
name.

Brand Architecture
Brand Extension Examples:

• Starbucks coffee company creating Starbucks ice
cream to be sold not at Starbucks retail stores but in
grocery stores, with the ice cream flavors based on
the flavors of Frappuccinos that Starbucks sells in its
coffee shops.
• Quaker, a popular oatmeal producer, creating Quaker
granola bars, also made with oatmeal.

Brand Architecture
Brand Portfolio
• A brand portfolio strategy is about a family
of brands, their roles and their relationship with each
other - It should deliver synergy, leverage, clarity,
relevance, differentiation, and energy.
• When large businesses operate under multiple
different brands, services and companies, a brand
portfolio is used to encompass all these entities under
one umbrella.
• Each of these brands has its own separate trademarks
and operates as an individual business entity.

Brand Architecture
Brand Portfolio – Multi-branding
• The number & nature of different brands marketed in the
product class sold by the firm. Example: P&G using
multiple brands to capture the consumers’ market.
• Multiple brand – to pursue different price segment,
different distribution channels & geographic boundaries
– Increase shelf presence & retailer dependence in the store
– Attract consumers seeking variety
– Increase internal competition within the firm
– Yield economic of scale in ads, sales & merchadising
• No one brand is viewed equally favorably by all the
different segments

Brand Architecture
Brand Portfolio – Examples
• Hilton brand - in addition to the Hilton Hotels and
Resorts brand, the company also owns numerous other
business entities, which are all grouped under the brand
portfolio name Hilton Worldwide. A few of the other
brands under Hilton Worldwide include the Waldorf
Astoria Hotels and Resorts, Embassy Suites Hotels and
Homewood Suites.
• PepsiCo - PepsiCo is the brand portfolio name of
several food and beverage companies that include not
only Pepsi, but also brands such as Frito Lay, Quaker
and Tropicana.
Brand Portfolio
• The total collection of trademarks (brands) that

a company applies to its products or services. Each
make or brand within a business' brand portfolio might
be registered under applicable trademark laws and
can represent a valuable asset to a company that is
often actively promoted to potential customers.
• Basic principle in designing brand portfolio – to

maximize market coverage that no potential customers
being ignore, but minimize brand overlap that brands
aren’t competing among themselves

Brand Portfolio
• Brand portfolio management - the ability to organize
all the firm’s brands into a coherent brand portfolio and
manage the complex interrelationships among brands
in these portfolios.
• Company with multiple brands - to ensure not only that
individual brands are successful, but also that the firm’s
overall group of brands is well coordinated and holistic.
• A portfolio is too BIG – if profits can be increased by
dropping brands;
• A portfolio is too SMALL – if profits can be increased by
adding brands

Brand Portfolio
• Each brand should have distinct target market &
positioning
• Brands can play some specific roles in brand portfolio:
• 1) Flankers
• 2) Cash Cow
• 3) Low-end Entry-level or High-end Prestige Brand
P&G Brand Portfolio

Brand Portfolio
1) Flanker - as protective or fighter brands

• To create stronger points-of-parity with competitors’
brands, normally use the discounted brands to
compete - to counter attack competitor who attacks
the existing main brand with a unique offering
• The purpose of flanker brand is to capture additional
market by additional offering.
• It targets those sections of the market that their
existing products already don’t serve. Such brands
can vary in different attributes but still remain an
extension.

Brand Portfolio
• Fighter brands must not be so attractive that they

take sales away from their higher-priced comparison
brands
• Examples:
• Intel introduced low cost Centrino processor brand to
protect its premium Pentium brand.
• In order to appeal to consumers who desired a lower-
cost detergent, P&G (Proctor and Gamble) introduced
Tide & Ariel brands to capture this different segments

Brand Portfolio
• 2) Cash Cow – some brands may be kept as they still

manage to hold on to a sufficient number of customers
& maintain their profitability with little marketing
support
• Marketers can milk this ‘cash cow’ by capitalizing on
their reservoir of existing brand equity

Brand Portfolio
• 3) Low-end Entry-level or High-end Prestige Brands

– offer line extension in product category that vary in
price & quality dimensions.
• Low-priced brand – may attract customers to the brand
franchise, as a traffic builders for retailers. Example:
Toyota introduce Vios (to bring new customers with the
hope to bring them up to higher-priced models i.e. Altis
& Camry)
• Role of a relatively high-priced brand - to add prestige
and credibility to the entire portfolio

Brand Portfolio
Possible Special Roles of Brands in the Brand Portfolio

To Sum Up…
• To minimize overlap and get

the most from the portfolio,
each brand-name product
must have:
– Well-defined roles to fulfill
for the firm
– Well-defined positioning,
indicating the benefits it
offers to consumers

Levels of a Brand Hierarchy

Brand Hierarchy
1) Corporate or Company Brand

• Highest level of hierarchy
• Corporate image: The consumer associations to the
company or corporation making the product or
providing the service
• Relevant when the corporate or company brand
plays a prominent role in the branding strategy
• These are consumer-facing brands used across all
the firm’s activities.
• Example: Apple, Hewlett-Packard, Canon, Samsung

Brand Hierarchy
Example of Corporate or Company Brand

• Virgin Group and Heinz.
• These brands may also be used in conjunction
with product descriptions or sub-brands: for
example Heinz Cream of Tomato Soup, or Virgin
Mobile

Brand Hierarchy
Building Equity at Corporate Brand Level

• One of the factor affecting purchase decision is
consumer perceptions of firm’s role in society –
how firm treats its employees, local communities etc.
• Most of the consumers may interested in issues
beyond product characteristics – associations
may related to proper corporate image
• Corporate brand equity – response of constituency
on corporate ad campaign, corporate-branded
products, corporate-issued PR – other than
products characteristics.
Brand Hierarchy
Building Equity at Corporate Brand Level

• In building strong corporate brand – the firm need to
keep a high public profile in influencing & shaping
communities opinions.
• The CEO must willing to maintain a more public
profile to communicate news & info or as a symbol
of current marketing activities.
• The firm must be willing to subject itself to be more
transparent in its values, activities & programs

Brand Hierarchy
Building Equity at Corporate Brand - CEO

Brand Hierarchy
2) Family Brand
• Used in more than one product category but is not
necessarily the name of the company or corporation
– Also called a range brand or umbrella brand.
Example: PepsiCo, P&G, Nestle
• If the corporate brand is applied to a range of
products, then it functions as a family brand too
• If the products linked to the family brand are not
carefully considered, the associations to the family
brand may become weaker

Brand Hierarchy
2) Family Brand
• Parent companies can have many divisions and
subsidiaries with individual brand marks for each target
market. Example: FedEx products; Nescafe

Brand Hierarchy
Building Equity at Family Brand Level

• As products become more dissimilar – it may be
harder for corporate brand to effectively link the
disparate products
• Distinct family brands can evoke a specific set of
associations across a group of related products
• Family brand – link common associations to
multiple but distinct, products (Example: Low price
link to AirAsia, Tune Hotel & Tune Talk)

Brand Hierarchy
3) Individual Brand
• Restricted to essentially one product category, although
multiple product types may differ. Example: Milo (Drinking)
& Nestum (for Cereal food)
• Customization of the brand and all its supporting
marketing activity.
• Individual brands are presented to consumers & the parent
company name is given little or no prominence.
• Other stakeholders, like shareholders or partners, will
know the producer by its company name.
• Disadvantages of difficulty, complexity, and expense of
developing separate marketing programs

Brand Hierarchy
Building Equity at Individual Brand Level
• Customization of the brand and all its supporting
marketing activity – to meet the need of a specific
customer group
• The name, logo & other brand elements, as well as
product design, marcom programs, pricing &
distribution strategies – focus on a certain target
market

Brand Hierarchy
4) Modifier
• Brands should distinguish according to the different
types of items or models
• Modifier: Designate a specific item or model type
or a particular version or configuration of the
product. Example: Samsung Galaxy S, Note, Y, J.
• Function of modifiers is to show how one brand
variation relates to others in the same brand family
• Help make products more understandable and
relevant to consumers

Brand Hierarchy
Building Equity at Modifier level

• Signal of refinement or differences in brand
related factors i.e. quality levels (A4 photocopy
paper 70g vs 80g vs 100g), attributes (Wrigley’s
Spearmint, Doublemint chewing gum), functions
(Nikon D3100, D7000, D7100)
• Communicate the different product within a
category that share the same brand name differ on
one or more significant attribute or benefit
dimensions

Brand Hierarchy
Building Equity at Modifier level - Nikkon

Brand Hierarchy
5) Product Descriptor
• Helps consumers understand what the product is
and does - helps define the relevant competition
in consumers’ minds
• In the case of a truly new product, introducing it

with a familiar product name may facilitate basic
familiarity and comprehension

Brand Hierarchy
• Product descriptors or information about product

differentiation is generally provided, according to
the following contexts:
• Product features are factual descriptors of the
product.
• Advantages are performance characteristics that
communicate the product’s distinctive feature.
• Benefits are the positive outcomes or satisfaction
they acquire from the purchased products.
• Quality refers to the overall degree of excellence or
superiority of a product.

Brand Hierarchy
5) Product Descriptor

Brand Hierarchy

Levels of a Brand Hierarchy

Designing Brand Strategy
• There is no uniform agreement on the type of branding

strategy that adopt for their products.
• Corporate objectives, consumer behavior or
competitive activity – may dictate significant deviations in
branding strategy & the way brand hierarchy is organized for
different products or for different markets.
• Setting branding strategy require:
• 1) design proper brand hierarchy with the right number &
nature of brand elements at each level
• 2) design optimal supporting marketing program to create
brand awareness & type of associations at each level.

1) Number of Levels of Brand Hierarchy

• Most firms choose to use more than one level due to:
– Allows firms to communicate additional, specific
info about its products
• Develop brand at lower level – allow firms flexibility in
communicating the uniqueness of its products
• At higher levels – an economical means of
communicating common & shared info & provide
synergies across the company’s operation, internally &
externally

• Principle of simplicity – provide the right amount of

branding info to consumers – no more or no less.
• The number of levels depend on the complexity of the
product line & product mix: Example –
– Low involvement product – branding strategy using family
brand combine with modifier – describe the differences in
product features
– Strong corporate brand i.e. Sony – using parent/family
brand – consumers easily & strongly identify the parent
brand
– Complex products i.e. computer, cars – required more
levels but not confusing consumers
2) Desired Awareness & Image at Each Hierarchy Level

• To justify the desired level of awareness, favorability &
uniqueness of brand – two general principles:
• A) Principle of relevance – based on advantages of
efficiency & economy – create associations that are
relevant to as many brands nested at the level below as
possible.
• The more efficient & economical is an association can
linked to all the products in the hierarchy
• Example: Nike’s slogan (just do it) for brand
performance – relevant to all the products it sells

• The more abstract the association, the more likely it

is to be relevant in different product settings –
benefit associations – can be easily linked across
many product categories.

• B) Principle of differentiation – Marketers should

distinguish brands at the same level as much as
possible. If not, it’s difficult for retailers, channel
members & consumers to choose between them.
• It’s an important strategies especially at individual
brand & modifier level
• Not all products should receive the same emphasis at
any level of hierarchy – choosing the relative
emphasis to place on different products make the
hierarchy

3) Combining Brand Elements from Different Levels

• If we combine multiple brand elements to brand a new
product – how much emphasis to give each element?
• The prominence of a brand element is relatively
visibility compared with other brand elements.
Example the prominence of brand name element
depends on the size (large), its orders (appear first) &
appearance (colourful/distinctive).
• PEPSI coca-cola – Pepsi is more prominence by

placing it first & making it bigger.

• A) Principle of prominence – the relative prominence

of the brand elements determines which elements
become primary & which become secondary one.
• Primary elements – convey the main product
positioning & point of difference. Secondary elements
– as supporting associations (additional points of
reference)
• The relative prominence of individual & corporate brand
also affect the perceptions of product distance & type of
image created for the new product

• If corporate / family brand is more prominent – its

associations are more likely to dominate. Difficult to
create distinction between the products in the
category that using same family brand.
• If individual brand is more prominent – more easier

to create distinctive brand image. Consumers are
less likely to transfer corporate brand association – with
the greater perceived distance, the success or failure of
new product should be less likely affect the image of
corporate.

Branding Strategy Screen

Branding Strategy Screen

4) Linking Brand Elements to Multiple Products

• The horizontal aspect of brand hierarchy
• Principle of Commonality – more common brand
elements products share, the stronger the linkages
between the products
• Example: HP capitalised on its successful LaserJet
printer to intro number of new products using the ‘Jet’
suffix i.e. DeskJet, InkJet, ThikJet & OfficeJet printers.
• Apple capitalised on its successful iPod using ‘i’ & intro
iPhone, iPad, iPod

• Marketers also create a relationship between a brand

& multiple products with common symbols. Example:
Nestle products often place their corporate logo more
prominently than their brand name.

• Marketers also put the products in logically order in a

product line – to communicate how they related & to
simplify consumer decision making.
• Example: BMW offers its 3-, 5- & 7-series cars; Citibank
offers its classic, gold, platinum cards

5) Decide which products are to be introduced

• A) Principle of Growth – invest in market penetration
or expansion vs product development according to ROI
opportunities
• B) Principle of Survival – brand extensions must
achieve brand equity in their categories
• C) Principle of Synergy – brand extension should
enhance the equity of parent brand

Adjusting to Marketing Program
• Firms can adopt ‘single-brand – single product’

branding strategies to more complex ‘multiple brand
extensions’ or multiple levels of hierarchy used to brand
any one product – all need certain adjustment in the
supporting marketing program.
• Product design, pricing policies, distribution plans
& marcom campaigns may differ depending on the role
of the brand & it interdependencies with other brand
• Two potential useful marketing program to build brand
equity: Corporate image campaigns VS Brand line
campaigns

Corporate Image Campaigns

• Designed to create associations to the corporate
brand as whole & consequently downplay individual
products or sub-brands in the process.
• Example: Microsoft, Petronas, IBM, Maybank – all
running the non-product-specific ads – that
commonly use their corporate name & linked their
products to family or corporate brands
• Strong corporate brand can provide invaluable
marketing & financial benefits

Corporate Image Campaigns – Three main Objectives

• 1) Building awareness of the company & the nature
of its business – Example, Maybank & Petronas ads
for their company’s business philosophy instead of
product-specific ads.


• 2) Building company trustworthiness & credibility -
create favorable attitudes & perception of company
credibility
• 3) Creating corporate image associations that can
be leveraged by product-specific marketing – Philip
Consumer Electronics launched a global corporate ads
campaign in 2004, centered on new tagline “Sense &
Simplicity” – showcase innovative Philips products
fitting in effortlessly with users’ sophisticated lifestyles.


Corporate Image Dimensions
Types of Association Link to Corporate Image -
1) Common Product Attributes, Benefits or Attitudes
• Tangible product attributes - safety (Volvo), quality
(Slumberland)
• Intangible attributes – excitement & fun (Nintendo),
fantasy (Disney)
• Two specific product-related corporate image
association
– High quality corporate image association
– Innovative corporate image association

• A) High quality corporate image association

• Creates perception that a company makes products
of the highest quality. Example: Sony, Motorola
• ISO award & Malcom Baldrige award – distinguished
companies on the basis of quality – quality is the
most important decision factors for consumers.

• B) Innovative corporate image association

• Creates perception that a company is developing new
& unique marketing programs in respect to product
introduction & improvement. Example: Apple
• Show the corporate image being environmentally
concerned & community involved affected consumer
perceptions of corporate trustworthiness & likability.
Example: Body Shops
• Being modern, up-to-date, investing in R&D & intro
newest products features

2) People & Relationships

• Corporate image associations may reflect their
employee’s characteristics especially in service firms.
• The traits exhibited by employees will directly &
indirectly have implication for consumers about the
products or services the firms offered.
• Retail stores also derive brand equity from employee
attitude toward customers – provide personalized
touch & willingness to go extraordinary lengths to satisfy
customers – develop good relationship with customers

People & Relationships

• Customer-focused corporate image association –
create consumer perceptions of a company as
responsive to & caring about its customers. Example:
MAS

3) Values & Programs

• Firms can run corporate image ad campaigns to describe
to consumers & stakeholders about their philosophy &
actions with respect to organizational social, political or
economic issues
• 1) Social responsibility corporate image association –
create consumer perceptions of a company contributing
to community program & social activities
• 2) Environmentally concerned corporate image –
perceived company as protecting & improving the
environment & make effective use of scare resources

Environmental Concern Image

4) Corporate Credibility
• Measure the extent to which consumers believe a firm can
design & deliver product or service that satisfy customer
need & wants. CC depend on 3 factors:
• 1) Corporate expertise – extent to which consumers see
the company as competent to make & sell its products
• 2) Corporate trustworthiness – extent to which consumer
believe the company is motivated to be honest,
dependable & sensitive to customer need
• 3) Corporate likability – extent to which consumers see the
company as likable, prestigious, dynamic & etc

Corp Expertise Ads Trustworthiness ads

Brand Line Campaigns

• Emphasize on the breadth of product associated with
the brand – refer to the range of products associated
with a brand line.
• Showing consumers the different uses or benefits of
multiple products offered by a brand – useful in building
brand awareness, clarifying brand meaning &
suggesting additional usage applications.
• Example: Quaker Oats ads showing the benefits of
oats in reducing the heart disease – clarifying the
brand meaning for the oat product line.



Using Cause Marketing to
Build Brand Equity
• Cause marketing – “the process formulating &
implementing marketing activities that characterized
by an offer from the firm to contribute a specified
amount to a designated cause when customers
engage in revenue-providing exchanges that satisfy
organizational & individual objectives”
• Example: American Express initiated the “Charge
Against Hunger” campaign in 1993 – contributed 3%
to feed the hungry every time members used their
cards

Build Brand Equity
Advantages of Cause Marketing
• Create positive image of companies that support a
cause they care about – consumers would be likely to
switch brands to one that associated with a good
cause
• Building brand awareness – improve recognition for a
brand & brand exposure thro sponsorship & other
indirect form of comm.
• Establishing brand credibility – consumers may think
of a firm willing to invest in CSR as caring more about
customers & being more dependable than others

Build Brand Equity
• Enhancing brand image – most CSR program do not
include product-related info, but link imagery-related
association to a brand via CSR.
• Consumers able to develop a positive image of
brand users in term of kind, generous & doing good
things.
• Besides, consumers might think that people behind
the brand as caring & genuine.

Build Brand Equity
• Create sense of brand community – well-chosen cause
can serve as a rallying point for brand users & a means for
them to connect to or share experiences.
• Eliciting brand engagement – participating in cause-related
activity, customers may become brand ambassadors &
help to comm about the brand & strengthen the brand ties of
others
• Evoke positive brand feeling – comm that reinforce the
positive outcomes associated with the cause program &
consumer involvement – help to trigger positive experience
with the brand

Build Brand Equity
Disadvantages of Cause Marketing
• Overexposure & lack of credibility – so companies
made CSR claims that the public become skeptical of their
validity. Many consumers might consider CSR claims
as a marketing gimmicks.
• Consumer behavior – consumer as a whole may not
willing to pay a premium for causal marketing activities.
• Poor implementation – many firms unable to implement
the CSR program effectively. Products were overprices &
inappropriately promoted & the ads were unpersuasive –
failed to make connection between the company & the
cause in affecting consumer perception.
Causal Marketing Program

Conclusion
• Key aspect of managing brand equity is adopting the

proper branding strategy
• Brand architecture strategy for a firm identifies which
brand elements a firm chooses to apply across the
various products
• Brand-product matrix is a graphical representation
of all the firm’s brands and products
• A firm may offer multiple brands in a category to
attract different market segments

Conclusion
• A brand hierarchy reveals an explicit ordering of

all brand names by displaying the number and
nature of common and distinctive brand name
elements across the firm’s products
• Corporate or family brands can establish a number
of valuable associations to differentiate the brand
• Firms now employ cause-marketing programs
designed to align their brands with a cause of
importance

L9-Designing and Implementing Brand Architecture Strategies

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

L9-Designing and Implementing Brand Architecture Strategies

Uploaded by

Copyright:

Available Formats

BRAND MANAGEMENT

L9: Designing & Implementing

• Define the key components of brand architecture

Module Code and Module Title Title of Slides

• Brand architecture (branding strategy) – defines

• A firm may employed an umbrella corporate or

Module Code and Module Title Title of Slides

Module Code and Module Title Title of Slides

Module Code and Module Title Title of Slides

• The role of defining branding strategies is referring:

• 2) Motivate – Brand Image – maximize transfer of

Module Code and Module Title Title of Slides

Module Code and Module Title Title of Slides

Module Code and Module Title Title of Slides

Module Code and Module Title Title of Slides

• 3) Environmental factors – external forces unrelated

Module Code and Module Title Title of Slides

Module Code and Module Title Title of Slides

Module Code and Module Title Title of Slides

Branding Strategy – Brand extension vs portfolio

Module Code and Module Title Title of Slides

Module Code and Module Title Title of Slides

Brand Extension Methods

Module Code and Module Title Title of Slides

Brand Extension Examples:

Module Code and Module Title Title of Slides

Module Code and Module Title Title of Slides

Module Code and Module Title Title of Slides

• The total collection of trademarks (brands) that

• Basic principle in designing brand portfolio – to

Module Code and Module Title Title of Slides

Module Code and Module Title Title of Slides

P&G Brand Portfolio

Module Code and Module Title Title of Slides

1) Flanker - as protective or fighter brands

Module Code and Module Title Title of Slides

• Fighter brands must not be so attractive that they

Module Code and Module Title Title of Slides

• 2) Cash Cow – some brands may be kept as they still

Module Code and Module Title Title of Slides

• 3) Low-end Entry-level or High-end Prestige Brands

Module Code and Module Title Title of Slides

Possible Special Roles of Brands in the Brand Portfolio

Module Code and Module Title Title of Slides

• To minimize overlap and get

Module Code and Module Title Title of Slides

Module Code and Module Title Title of Slides

1) Corporate or Company Brand

Module Code and Module Title Title of Slides

Example of Corporate or Company Brand

Module Code and Module Title Title of Slides

Building Equity at Corporate Brand Level

Building Equity at Corporate Brand Level

Module Code and Module Title Title of Slides

Building Equity at Corporate Brand - CEO

Module Code and Module Title Title of Slides

Module Code and Module Title Title of Slides

Module Code and Module Title Title of Slides

Building Equity at Family Brand Level

Module Code and Module Title Title of Slides

Module Code and Module Title Title of Slides

Module Code and Module Title Title of Slides

Module Code and Module Title Title of Slides

Building Equity at Modifier level