Brand Architecture And Brand Strategy

BRAND ARCHITECTURE
The relationship among brands in portfolio
The roles of brands in portfolio
Brand extension/growth opportunities

ARCHITECTURE IMPERATIVES aspirations & growth strategies existing equities market clarity

KEY BARRIERS TO CHANGE
Understanding the cost/benefit ratio
Employee loyalty to acquired entities
Different cultures across business units
Inertia

BRAND PORTFOLIO MONOLITHIC e.g., FedEx COMPANY-CENTRIC e.g., Xerox SYMMETRICAL e.g., Buick Aurora ASYMMETRICAL e.g., Bosch, Blaupunkt BRAND-CENTRIC e.g., Procter & Gamble PORTFOLIO TYPES

BRAND ARCHITECTURE
Brand roles in the portfolio:
Strategic (e.g., Slate for Levi’s)
Flanker (e.g., Basic for Marlboro)
Silver Bullet (e.g., Viper for Dodge)
Enticers (e.g., C-Class for Mercedes-Benz)
Endorsers (FourPoints by Sheraton)
Cash Cows (Lux for Unilever)

EXTENSION STRATEGIES
Up to 4 of 5 new product launches fail
To reduce risk, 80% of new product launches are brand extensions
For both products and services, extensions into similar categories are most successful
The stronger the brand’s reputation, the more favorable the extension is received (for both products and services)
The riskier the category is viewed by customers, the more favorable the extension

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Brand Architecture And Brand Strategy

by Six Degrees on Oct 18, 2008

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Brand Architecture And Brand Strategy — Presentation Transcript