This document discusses brand architecture and how it determines the branding strategy for a firm's products. It covers different types of brand architectures like umbrella branding, family branding, and individual branding. It also discusses how brand architecture clarifies the relationships between brands and products to improve customer understanding and transfer brand equity. The document provides examples of brand architectures from companies like Unilever and Marriott. It examines factors like line extensions, category extensions, and the roles brands play in a portfolio. Finally, it discusses concepts like corporate branding, family brands, individual brands, and brand modifiers.

1. Brand Architecture
Chapter 11

2. Brand Architecture
• The branding strategy of the firm which
tells marketers which brand names, logos,
symbols apply to which new and existing
products.
• Umbrella, family or corporate branding
(branded house)
• Individual brands (house of brands)

3. The Role of Architecture
• Clarify-brand awareness
– Improve customer understanding and
communicate similarity and differences
between individual products
• Improve-brand image
– Maximise transfer of equity to/from the brand
to individual products to improve trial and
repeat purchase

4. Brand Product Matrix
1 2 3 …..n
A
B
C
….
Products
Brands Brand Product
Relationship (brand line)
Product Brand Relationship
(product line)

5. Unilever
Soap Shampoo Detergent Lotion
Lux – sizes,
form, flavours
and color
20- depth
Lux Wheel Dove
Dove Dove Vaseline
Palmolive
Cinthol
Line width
Line
length
Toiletries Spices Pharmaceuticals
Inconsistent line
consistent line

6. Brand Product Matrix
• Product Line
• Product Mix
• Brand Mix
– Number of common and distinct brand elements to be used
– Breadth ( in terms of brand – product relationship and brand
extension strategy)
– Depth (in terms of product-brand relationship and brand-
portfolio)
• Line Extensions
• Category Extensions

7. Line Extensions

8. Category Extensions

9. Category Factors
Threat of new entrants
Bargaining power of buyers
Bargaining power of sellers
Current Category Rivalry
Pressures from substitutes
Category Capacity
Environmental
Factors
Technological
Political
Economic
Regulatory
Social
Aggregate Market Factors
Market Size
Market Growth
Stage in PLC
Sales cyclicity
Seasonality
Profits
Brand Portfolio
Breadth of a
Product Mix

10. Depth of a brand
• Different brands in the same product class
• To pursue Multiple Market Segments
• To increase shelf presence and retailer
dependence
• Variety to customers
• Internal Competition
• Economies of scale in advertising, sales,
merchandising and distribution

11. Other Special Roles of brand in a
portfolio
• Tap into untapped segment
• Serve as flanker and protect flagship
brand
• Serve as cashcow and be milked for
profits
• Low end entry level product – customer
acquisition
• High end prestige product

12. JW Marriott
Hotel chain
5 star
Big city – 1 Marriott
Marriott courtyard
Marriott inn
Marriott resorts
$$$$
$$$
$$$$$
Upward line stretching
downward line stretching
Bothways line stretching

13. • Increase shelf presence and visibility
• Attract more variety seeking customers
• Increase internal competition
• Yield economies of scale
Other Special Roles of brand in a
portfolio

14. Brand Hierarchy
• Kapferer’s Branding System
– Product Brand (Ariel, tide and Dash by P & G)
– Line brand.. Across different products (Chevrolet: GM)
– Range Brand or Umbrella brand … (maggi food range)
• Other Way of classifying
– Corporate brand (GM) Unilever
– Family Brand (Chevrolet) Lux
– Individual Brand (optra) Lux soap
– Modifier (GLX) variations of the lux soap

15. Corporate Branding
• A corporate brand is distinct from a
product brand because it can encompass
a whole new set of associations
• It’s a powerful means to express the
company philosophy in a way that is not
tied to the product or the service

16. Corporate Branding

17. Examples of Corporate Branding

18. Examples of Corporate Branding

19. Family Brands
• Distinct family brands creates a special set
of associations across a group of related
products- instant ready to eat food
• Cost of introducing a related new product
is lower
• Acceptance of new products is higher
• However, failure of one can effect others
• Marketing activities need to be closely
coordinated

20. Family Brand Level

21. Individual Brand Level
• Restricted Essentially to one product
category, although variations are possible
in terms of product form and size
– E.g Lifebuoy soaps: Liquid and bars
• All marketing activities can be customized
to support the brand and the product
• If it fails, other entities remain unharmed
• However, it is expensive and complex

22. Individual Brand Level

23. Modifiers
• Adding a modifier can signal refinements or
differences in brands, related to factors such as
– Quality levels
– Attributes
– Functions
• They show how one brand variation relates to
others in the same family
• They make products more understandable and
relevant to customers

24. Modifiers

25. Corporate Image Dimensions
• Product Related
– High Quality
– Innovative
• People and Relationships
– Customer Orientation
• Values & Programs
– Socially responsible
– Environmentally concerned

26. Quality

27. Innovativeness

28. Customer Orientation

29. Cause Related Marketing
• “Process of formulating and implementing
marketing programs that are 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 both
organizational and individual objectives.”

30. Examples
As always, every
cent of VIVA GLAM
VI goes to the M·A·C
AIDS Fund to
support people
living with HIV/AIDS.

31. Longest Running Example
• Product Red is a brand licensed to partner
companies such as American Express, Apple
Inc., Starbucks, Converse, Motorola, Gap,
Emporio Armani, Hallmark, Microsoft, and Dell.
It is an initiative begun by U2 frontman Bono
and Bobby Shriver of DATA to raise money for
the Global Fund to Fight AIDS, Tuberculosis and
Malaria

33. Green Marketing
• Special case of cause
marketing