Brand Architecture And Brand Strategy

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    Brand Architecture And Brand Strategy - Presentation Transcript

    1. BRAND ARCHITECTURE
      • The relationship among brands in portfolio
      • The roles of brands in portfolio
      • Brand extension/growth opportunities
    2. ARCHITECTURE IMPERATIVES aspirations & growth strategies existing equities market clarity
    3. KEY BARRIERS TO CHANGE
      • Understanding the cost/benefit ratio
      • Employee loyalty to acquired entities
      • Different cultures across business units
      • Inertia
    4. 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
    5. 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)
    6. 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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