Brand portfolio*

Brand Portfolio Strategy

• Brand portfolio strategy specifies the

structure of the brand portfolio and the scope,
roles, and interrelationships of the portfolio
brands.
• The goals are to create synergy, leverage, and
clarity within the portfolio and relevant,
differentiated, and energized brands.
 Product Defining Roles

Brand Portfolio Portfolio Roles

Brand Portfolio Strategy

Brand Scope Portfolio Graphics

Portfolio Structure
 Brand Portfolio Strategy
• Brand portfolio strategy can be further elaborated in terms of six
dimensions:
- The first of these is the brand portfolio itself, which provided the set of brands to be
drawn upon to achieve the portfolio objectives.

- Two others, product-defining roles and portfolio roles, specify the varied set of roles
that each brand could potentially play.

• -The brand scope reflects the product categories or subcategories for which each
brand will be relevant and the relationships between brand contexts.

-The portfolio structure formalizes the relationships between the brands.

-And portfolio graphic indicate how they are to be presented by themselves and
relative to other brands.
 Brand Portfolio
• Brand portfolio includes all the brands and sub-
brands attached to product market offerings.

• In order to distribute the company’s investment

most effectively, we have to look at the
relationships between all the sub-brands and its
strategic importance in overall brand building.
 Endorsers Brands

Master Brands Alliance Brands

Brand Portfolio
Corporate Brands Branded Energizers

Branded Differentiators
Apple Case:
 Master Brand
(Apple Macintosh)
 Apple History

• steve wozniak (electronics hacker, HP 1975)

• steve jobs (atari)

• Call Computer (run by alex kamradt), time-
sharing firm, hosting mini-computers
Popular Electronics magazine "How to
build your own computer terminal"
 Apple History

• From Satori to Silicon Valley (1986): West Coast

counterculture, need to produce print-outs, letter
labels, & databases
• The Whole Earth Catalog:
- late 1960s, before pc and desktop publishing, made
with typewriters, scissors, and polaroid cameras sort of
like Google in paperback "It was idealistic, and
overflowing with neat tools and great notions"
Homebrew Computer Club, small hobby machines
Portfolio Graphic*
 Typography

• Motter Tektura
• Apple Garamond
• Adobe’s Myriad
Motter Tektura

• Prior to the first Macintosh, Apple used a typeface

called Motter Tektura alongside the Apple logo
which the logo designer is Ryan Smith, in 1976. At
the time, the typeface was considered new and
modern. In the early 1980s, the logo was simplified
by removing computer ınc. from the logo.
Apple Garamond

• Apple's corporate font was a custom variant of the

ITC Garamond typeface, called Apple
Garamond. It was used alongside the Apple logo,
for product names on computers, in countless ads,
printed materials and on the company website.
Apple Garamond was used in most of Apple’s
marketing.
Adobe’s Myriad

Since 2001, Apple has gradually shifted towards using

Myriad in its marketing. Adobe’s Myriad is the typeface
which is used in Apple’s modern marketing.
Apple’s Logo
Portfolio Structure*
Clip: The first Macintosh product

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Brand Hierarchy Tree-Apple Company

Apple

iMac MacBook iPod

eMac MacBook Apple TV

iMac MacBook Pro iPhone

iPod Touch
Mac mini
iPod nano

iPod Classic

iPod shuffle
Clip: The development of Macintosh product

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Product defining roles*
iMac
eMac

•eMac was initially available only

for educational markets.
 iMac
iMac

iMac: The ultimate all in one

The all-new, all-in-one iMac packs a complete,
high-performance computer into a beautifully
thin design. More than ever before, iMac
allows you to live a digital life. Loaded with
iLife, the new iMac makes it easy to turn your
photos, movies, and music into blogs, podcasts,
books, and calendars. All the other essentials
are built in as well, including an iSight camera,
Wi-Fi, and Bluetooth. Just plug it in, turn it on,
and you’re ready to create something great.
Clip: iMac advertising clip

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iMac
Mac mini

•Mac mini represented Apple's first real

foray into the low-end consumer market. Mac
mini packed an impressive feature set into a
very small package, just two inches tall and
6.5 inches wide and deep.
Special Holiday TVC

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 MacBook

The MacBook replaced the existing MacBook

12- and 14-inch iBook and 12-inch
PowerBook model, completing the
transition of Apple's portable
computers to Intel Processors. The
MacBook shipped in a newly-designed
case, built around a 13.3-inch "glossy"
LCD panel.
 MacBook
MacBook Pro

MacBook Pro was the first

portable Mac to use Intel Processors.
The name for Apple's professional
portable was ostensibly changed
from PowerBook because Apple felt
that all Macintoshes should have
"Mac" in their product names, but
was probably chosen because the
Mac Book Pro no longer used a
PowerPC processor.
 iPod

Apple TV

Apple TV allowed streaming of audio and video

from any iTunes-equipped computer on the local
network, acting as a single FrontRow-style
interface for all computers in a household.
iPod

iPhone

iPhone: A Mobile phone, a widescreen iPod,

an Internet device. Apple reinvents the phone.
 iPod
iPod Touch

iPod Touch: Tap into even more. It’s

always been an amazing iPod. Now with great
new applications built right in, iPod touch
tops itself. It can mail, map, web clips,
customizable home screen, stocks, notes,
weather, movies and musics.
 iPod nano iPod

iPod nano : It’s the small iPod with one very big
idea: Video. Now the world’s most popular music
player lets you enjoy TV shows, movies, video
podcasts, and more. The larger, brighter display
means amazing picture quality.
 iPod

iPod Classic

iPod classic: Hold everything. It

lets you carry everything in your
collection, up to 40,000 songs or up
to 200 hours of video, everywhere
you go. In a completely new, even
thinner, all-metal design, this iPod
is a modern classic.
 iPod

iPod shuffle

The 1GB iPod shuffle lets you wear up to 240

songs on your sleeve. Or your lapel. Or your belt.
Portfolio Roles*
Strategic Brand
 Linchpin Brand

• will directly influence significant sales and market

position in the future.
iPhone
 Linchpin Brand

• iPhone is such a linchpin brand product for

Apple company, because it represents the future
ability to control a substantial and critical segment
in the mobile phone industry.

• Moreover, iPhone can be sorted into high, medium

and low priorities in term of the impact on the
target brand and the cost involved.
Branded Energizers
• is any brand product, promotion, sponsorship,
symbol, program, or other entity that by association
significantly enhances and energizes a target brand.
iTunes
 Branded Energizers
• iTunes is a kind of either branded product or program for
any people to easily download free music, video clips,
movies and etc. This program is provided association of
the branded energizer between Apple company and target
brand.

• iTunes, branded energizers, is an entity that can live

beyond the Apple product and its use, such as iPod,.

• Moreover, this program can increase awareness and

energy to Apple company for both of Apple and
Microsoft users.
Clip: iTunes advertising

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Silver bullet brand
• is the brands that can play a strategically
significant role to positively change or support the
image of another brand.

• The specification of a silver bullet role creates

some rather fundamental changes in how a brand
should be funded and managed.
iPod
 Silver bullet brand

As an iPod is a small product which it easily and

conveniently to use. It can contain a lot of music. This
branded product is the cheapest price while comparing
with other Apple product ,and it is also the best selling
product,. iPod has many great qualifications at a cheap
price thus it can play a strategically significant role to
positively change or support the image of Apple company
and other Apple brand.
Cash Cow brand
• is a brand that does not require as much investment
as other portfolio brands. The sales may be
stagnant or slowly declining, but there is a hard-
core loyal customer base that is unlikely to leave
the brand, for example MacBook.
MacBook
Clip: Apple Advertising break before get in Game show part