SlideShare a Scribd company logo
©2019 Brand Amplitude All Rights Reserved
Brand Architecture Toolkit
Optimizing the Portfolio for Growth
Spring 2019
©2019 Brand Amplitude All Rights Reserved
Brand Architecture specifies how a company’s brand assets relate to
each other and to the market. When brands are thoughtfully organized,
the contribution each makes to growth is maximized.
Brand Audit
Brand Vision &
Narrative
Audience-
specific
Positionings
Portfolio Structure
Naming Ground
Rules &
Conventions
Message Map
Brand
Expression
Guidelines
Creative Brief
Experience Design
Communication
Planning & Execution
Brand Value
Assessment
Brand Health
Assessment Tracking
Brand Architecture is the way an organization structures and names its
portfolio of offerings. It reflects the organization’s strategy for growth.
2
Architecture
1
Audit & Strategy
3
Expression
4
Activation
5
Measurement
What Is Brand Architecture?
Hint: Brand Architecture brings clarity.
It illuminates the organization’s strategic
commitments and ensures everyone is on the
same page when prioritizing existing offerings
and naming new ones.
©2019 Brand Amplitude All Rights Reserved
What Does Brand Architecture Do?
• What brands are in the portfolio?
• Which brands are most important to
future growth?
• What are the naming rules?
• Which brands are related to each
other and which are not?
Brand Architecture guides the organization to make sound
strategic choices about where to build equity.
When architecture is clear, the organization can make better decisions
across the marketing mix.
Brand Architecture Creates a Blueprint To Ease Day-to Day Marketing Decisions
• Product and package design
• Web site architecture and design
• Media budget allocation
• New product strategies
• Acquisition strategies
• Customer Service priorities
Brand Architecture is limited to
focuses on named marketing
offerings, that is products or
services customers can buy. It
does not include:
• Characters, logos or
mnemonic devices
• Business units
• Patents or other intellectual
property (IP)
• Ad campaigns
• Internal functions or
processes
©2019 Brand Amplitude All Rights Reserved
4
Types clarify how brands relate or link to each other, and inform
design decisions.
Corporate
Brand
Company name and legal entity. Often used as endorser but may
not be customer facing at all. Important to regulatory bodies,
investors, employees, trade groups, partners.
Master Brand
(Driver)
Drives purchase decision and defines user experience. Most
strongly represents the differentiation inherent to the offer.
Sub-Brand Derives equity from another brand, usually the Master.
Ingredient
Brand
Features, materials, components or parts that are contained within
other branded products. Not an equity driver, often an equity
energizer.
Corporate
Brand
Sub-
Brand
Master
Brand
4
Ingredient
Brand
Types of Brands
How Are Brands Classified?
Once brand assets are identified, each brand is classified by type
and strategic role.
©2019 Brand Amplitude All Rights Reserved
Not all portfolio brands are equally important, yet all compete for resources.
Portfolio strategic role designations guide decisions about innovation and
investment.
Strategic Brand Significant contributor to company’s
future sales, perceptions or market
position.
Very High Priority
Distinguisher
Brand
Enhances the differentiation of another
brand. Also referred to as ‘branded
energizer’ or silver bullet.
High Priority
Cash Cow Money making brand that does not
represent future significant growth.
Medium-Low Priority
Fighter/Flanker
Brand
Addresses competitive threat by
protecting the share of other brands in
the portfolio.
Medium Priority
Each brand’s strategic role informs its investment priority.
How Are Brands Prioritized?
Strategic Roles
Flanker Brand
Strategic Brands
Cash Cow
©2019 Brand Amplitude All Rights Reserved
Brand Architecture Solutions
Architecture solutions range from House of Brands to Branded House, with many
permutations.
There is no one size fits all solution, and each has pros and cons.
House of Brands Hybrid Branded House
Cons
Builds equity in strong stand-alone
brands across a wide range of
categories. Limits risk to overall
reputation.
Requires significant marketing
investment
Results in strong master brand.
Maximizes spending efficiency
Can be difficult to extend beyond the
expertise of the master brand.
Leverages strong master brand while
allowing flexibility.
Requires planning to avoid confusing
customers or diluting the master brand.
Pros
Linked Brands
Stand-Alone Brands
Hint: Most organizations use a hybrid approach.
These models are mostly theoretical, as in the real
world, pure solutions are often impractical.
©2019 Brand Amplitude All Rights Reserved
Guiding Principles
Ensure customers can “see”
themselves and find what they seek
without having to make sense of your
internal structures or jargon.
Cover the market with the
fewest brands possible to
minimize development and
management costs.
Avoid overlaps that confused
customers and waste resources
by ensuring “daylight” between
brand offerings.
1. Not Too Many Brands 4. Customer Centric Structure3. Clear Boundaries2. Not Too Few Brands
Create new brands when
necessary to ensure relevant
offerings for each segment or
need.
The optimal Brand Architecture can be achieved by following four
simple rules.
Brand Architecture is the face of the organization, so keep it simple. Even the most
complex portfolio can be evaluated with these rules.
Hint: Customers are a good source of feedback
when developing the optimal architecture.
Do they understand the offerings and how they are
different?
©2019 Brand Amplitude All Rights Reserved
Naming Rules & Conventions
The strength of the brand’s equity with its target customers should
inform decisions about naming. Hint: All brands in the portfolio
must have customer equity.
If customers don’t know the
brand or what it stands for, are
you prepared to invest in it to
build awareness and
understanding? If not, then it
should be eliminated from the
architecture and an existing
brand should be used to
encompass the offering.
©2019 Brand Amplitude All Rights Reserved
Common Architecture Issues
Problem Symptoms Solution Example
Inside-Out Structure Architecture reflects company internal
business unit structures, with some
brands addressing similar needs
Separate the org chart from the brand
architecture. Create cross BU platforms for
presenting brand solutions.
Brand Proliferation Too many branded assets that receive
little or no support, and unclear
priorities.
Prune assets with little or no equity. Use
sub-brands and descriptive brand names to
give orphan brands a home.
Brand Dilution The master brand is stretched to cover
too many segments or needs and risks
losing relevance.
Create new stand alone brands or sub-
brands to address key segment needs or
competitive brands.
Parent-Child Conflict Product success can create a dilemma
for the parent company when it shares
the same name and needs to expand to
grow.
Rename the corporation to create
separation from the product brands.
Most companies have multiple brands, and architecture issues
are almost inevitable.
Failure to adapt with the right structure can limit growth and cause
confusion among customers.
(Formerly ABC Family)
Fixed formatting
©2019 Brand Amplitude All Rights Reserved
Case Study: Outward Bound
• Organized around 13 chartered entities, mostly named for
geographic locations.
• Encompassed 358 courses and multiple, specialized partnerships
and programs, many of which were similar, but had different names
• Too many initiatives were vying for resources without prioritization
Outward Bound’s schools-based structure was
confusing to parents and led them to give up too soon
when searching online.
Before After
Parents usually search for specific dates, so we made this part
of the architecture. The site now makes recommendations
based on student age, destination and travel dates.
• Pared down and consolidated course offerings.
• Student age takes priority over program type, reflecting the way
parents think about course selection.
• Search tools are more intuitive, featuring dates and destinations
rather than courses.
©2019 Brand Amplitude All Rights Reserved
Case Study: McKesson
McKesson aggressively acquired
health care providers, pharma
distribution companies and health
technology brands leaving the
company with a confusing portfolio
that included many names with low
awareness.
• Inside-out web site navigation
organized around business units
• Excessive detail presented upon
entering the site overwhelmed
users and prevented them from
finding the McKesson offering
aimed at them
• Insufficient investment in the
McKesson Masterbrand, which
had by far the highest
recognition and meaning
Before After
• Simplified web navigation by emphasizing the key businesses and solutions customers
search for on the site
• Retired and renamed many low-awareness, unsupported brands
• Developed brand naming rules and decision tools to facilitate consistent application of
the new architecture by marketers and others across the organization
©2019 Brand Amplitude All Rights Reserved 12
• What is It? Architecture aligns business and brand goals by
defining clear roles, relationships and investment priorities
among portfolio brands.
• Why optimize? A coherent brand architecture makes marketing
more efficient and effective by ensuring customers and other
stakeholders understand what the business can do for them.
• What are the possible solutions? There are no cookie cutter
solutions. “House of Brands” and “Branded House” are just two
of many possible architecture solutions. Most companies used a
hybrid approach.
• When is the right time to optimize? Brand architecture should be
revisited to adapt to changing business conditions and ensure
that the brand structure supports the business strategy.
Key Takeaways
“Brands need well-defined roles and visions that
support those roles. Strategic brands should be
identified and resourced, and branded differentiators
and energizers should be created and managed.” –
David Aaker
©2019 Brand Amplitude All Rights Reserved
Contact us to learn more about brand audits, strategy
development or our research offerings. Carol Phillips
Partner
carol@brandamplitude.com
Contact Us
Brand Audits
• Strategic assessment
• Competitive reviews
Qualitative Research
• Individual interviews
• Focus groups
• Pop-up communities / Bulletin boards
Quantitative Research
• Customer tracking research
• Product concept tests
• Package tests
• Positioning development and validation
Judy Hopelain
Partner
judy@brandamplitude.com
Martin Predd
Research Director
marty@brandamplitude.com

More Related Content

What's hot

Naming Architecture: A Blueprint for Portfolio Simplicity
Naming Architecture: A Blueprint for Portfolio SimplicityNaming Architecture: A Blueprint for Portfolio Simplicity
Naming Architecture: A Blueprint for Portfolio Simplicity
Siegel+Gale
 
Business Strategy + Brand Strategy
Business Strategy + Brand StrategyBusiness Strategy + Brand Strategy
Business Strategy + Brand Strategy
VCU Brandcenter
 
Brand Architecture Depth Examples
Brand Architecture Depth ExamplesBrand Architecture Depth Examples
Brand Architecture Depth Examples
FullSurge
 
Creating a brand strategy
Creating a brand strategyCreating a brand strategy
Creating a brand strategy
Paolo Massimilla
 
Basics Of Brand Strategy
Basics Of Brand StrategyBasics Of Brand Strategy
Basics Of Brand Strategy
Sakshi Singh
 
Brand Positioning Development Workshop
Brand Positioning Development WorkshopBrand Positioning Development Workshop
Brand Positioning Development Workshop
HawkPartners
 
Brand architecture strategy
Brand architecture strategyBrand architecture strategy
Brand architecture strategy
Ana Jelveh آنا جلوه
 
Managing B2B Brand Portfolios
Managing B2B Brand PortfoliosManaging B2B Brand Portfolios
Managing B2B Brand Portfolios
FullSurge
 
Brand Masterclass Week Two
Brand Masterclass Week TwoBrand Masterclass Week Two
Brand Masterclass Week Two
Idris Mootee
 
Assessing Your Brand Architecture August 2015
Assessing Your Brand Architecture August 2015Assessing Your Brand Architecture August 2015
Assessing Your Brand Architecture August 2015
Carol Phillips
 
Creating a beloved brand
Creating a beloved brandCreating a beloved brand
Creating a beloved brand
Beloved Brands Inc.
 
Brand architecture: building brand value. Brand Breakfast 17 April 2014
Brand architecture: building brand value. Brand Breakfast 17 April 2014Brand architecture: building brand value. Brand Breakfast 17 April 2014
Brand architecture: building brand value. Brand Breakfast 17 April 2014
CharityComms
 
A Long-Term Brand Building Roadmap
A Long-Term Brand Building Roadmap A Long-Term Brand Building Roadmap
A Long-Term Brand Building Roadmap
FullSurge
 
4. BRAND STRATEGY
4. BRAND STRATEGY4. BRAND STRATEGY
4. BRAND STRATEGY
Mohammad Ghazizadeh
 
Brand Architecture And Brand Strategy
Brand Architecture And Brand StrategyBrand Architecture And Brand Strategy
Brand Architecture And Brand Strategy
Six Degrees
 
Brand architecture
Brand architectureBrand architecture
Brand architecture
Amit Mohanty
 
Building A Brand Foundation
Building A Brand FoundationBuilding A Brand Foundation
Building A Brand Foundation
MM Brand Agency
 
Brand
BrandBrand
Brand positioning
Brand positioningBrand positioning
Brand positioning
Dr. Shiv S Tripathi
 
Brand strategy
Brand strategyBrand strategy
Brand strategy
Ian Musya
 

What's hot (20)

Naming Architecture: A Blueprint for Portfolio Simplicity
Naming Architecture: A Blueprint for Portfolio SimplicityNaming Architecture: A Blueprint for Portfolio Simplicity
Naming Architecture: A Blueprint for Portfolio Simplicity
 
Business Strategy + Brand Strategy
Business Strategy + Brand StrategyBusiness Strategy + Brand Strategy
Business Strategy + Brand Strategy
 
Brand Architecture Depth Examples
Brand Architecture Depth ExamplesBrand Architecture Depth Examples
Brand Architecture Depth Examples
 
Creating a brand strategy
Creating a brand strategyCreating a brand strategy
Creating a brand strategy
 
Basics Of Brand Strategy
Basics Of Brand StrategyBasics Of Brand Strategy
Basics Of Brand Strategy
 
Brand Positioning Development Workshop
Brand Positioning Development WorkshopBrand Positioning Development Workshop
Brand Positioning Development Workshop
 
Brand architecture strategy
Brand architecture strategyBrand architecture strategy
Brand architecture strategy
 
Managing B2B Brand Portfolios
Managing B2B Brand PortfoliosManaging B2B Brand Portfolios
Managing B2B Brand Portfolios
 
Brand Masterclass Week Two
Brand Masterclass Week TwoBrand Masterclass Week Two
Brand Masterclass Week Two
 
Assessing Your Brand Architecture August 2015
Assessing Your Brand Architecture August 2015Assessing Your Brand Architecture August 2015
Assessing Your Brand Architecture August 2015
 
Creating a beloved brand
Creating a beloved brandCreating a beloved brand
Creating a beloved brand
 
Brand architecture: building brand value. Brand Breakfast 17 April 2014
Brand architecture: building brand value. Brand Breakfast 17 April 2014Brand architecture: building brand value. Brand Breakfast 17 April 2014
Brand architecture: building brand value. Brand Breakfast 17 April 2014
 
A Long-Term Brand Building Roadmap
A Long-Term Brand Building Roadmap A Long-Term Brand Building Roadmap
A Long-Term Brand Building Roadmap
 
4. BRAND STRATEGY
4. BRAND STRATEGY4. BRAND STRATEGY
4. BRAND STRATEGY
 
Brand Architecture And Brand Strategy
Brand Architecture And Brand StrategyBrand Architecture And Brand Strategy
Brand Architecture And Brand Strategy
 
Brand architecture
Brand architectureBrand architecture
Brand architecture
 
Building A Brand Foundation
Building A Brand FoundationBuilding A Brand Foundation
Building A Brand Foundation
 
Brand
BrandBrand
Brand
 
Brand positioning
Brand positioningBrand positioning
Brand positioning
 
Brand strategy
Brand strategyBrand strategy
Brand strategy
 

Similar to Brand Architecture Toolkit: Optimizing the Portfolio for Growth 4.29.19

Chapter 6 Marketing Management
Chapter 6 Marketing ManagementChapter 6 Marketing Management
Chapter 6 Marketing Management
PeleZain
 
WP_BrandCouncil
WP_BrandCouncilWP_BrandCouncil
WP_BrandCouncil
Shetil Rastogi
 
3996140 brand-audit-elements
3996140 brand-audit-elements3996140 brand-audit-elements
3996140 brand-audit-elements
hardikng
 
3996140 brand-audit-elements
3996140 brand-audit-elements3996140 brand-audit-elements
3996140 brand-audit-elements
Mahdi Alibakhshi
 
Portfolio strategy & architecture
Portfolio strategy & architecturePortfolio strategy & architecture
Portfolio strategy & architecture
FullSurge
 
International conference
International conference International conference
International conference
Sirvin Vinsir
 
The concept of brand equity
The concept of brand equityThe concept of brand equity
The concept of brand equity
NGANG PEREZ
 
Types of brand
Types of brandTypes of brand
Types of brand
Chao Onlamai
 
Case presentation marico limited
Case presentation  marico limitedCase presentation  marico limited
Case presentation marico limited
Advait Bhobe
 
Brand Management Process and Brand Evolution - Introduction to Branding
Brand Management Process and Brand Evolution - Introduction to BrandingBrand Management Process and Brand Evolution - Introduction to Branding
Brand Management Process and Brand Evolution - Introduction to Branding
Rai University Ahmedabad
 
Brand Architecture
Brand ArchitectureBrand Architecture
Brand Architecture
Karthik Jeganathan
 
Brand Architecture & Brand Extension Stratagies
Brand Architecture & Brand Extension Stratagies Brand Architecture & Brand Extension Stratagies
Brand Architecture & Brand Extension Stratagies
Venkat. P
 
Branding and Brand Positioning / Marketing Management By Kotler Keller
Branding and Brand Positioning / Marketing Management By Kotler KellerBranding and Brand Positioning / Marketing Management By Kotler Keller
Branding and Brand Positioning / Marketing Management By Kotler Keller
Choudhry Asad
 
Brand architecture
Brand architectureBrand architecture
Brand architecture
zender1
 
brand_management
brand_managementbrand_management
brand_management
Sumit Malhotra
 
Brand Mgt.pdf
Brand Mgt.pdfBrand Mgt.pdf
Brand Mgt.pdf
SunilPatel387007
 
Najih suraya creating brand equity
Najih suraya creating brand equityNajih suraya creating brand equity
Najih suraya creating brand equity
Najih Suraya
 
Brand Management
Brand ManagementBrand Management
Brand Management
akbar bhatti
 
Corporate brand building process by bhawani nandan prasad mba, iim calcutta
Corporate brand building process by bhawani nandan prasad   mba, iim calcuttaCorporate brand building process by bhawani nandan prasad   mba, iim calcutta
Corporate brand building process by bhawani nandan prasad mba, iim calcutta
Bhawani N Prasad
 
The Brand Audit Toolkit: Organizing Data for Insights Spring 2019
The Brand Audit Toolkit: Organizing Data for Insights Spring 2019The Brand Audit Toolkit: Organizing Data for Insights Spring 2019
The Brand Audit Toolkit: Organizing Data for Insights Spring 2019
Carol Phillips
 

Similar to Brand Architecture Toolkit: Optimizing the Portfolio for Growth 4.29.19 (20)

Chapter 6 Marketing Management
Chapter 6 Marketing ManagementChapter 6 Marketing Management
Chapter 6 Marketing Management
 
WP_BrandCouncil
WP_BrandCouncilWP_BrandCouncil
WP_BrandCouncil
 
3996140 brand-audit-elements
3996140 brand-audit-elements3996140 brand-audit-elements
3996140 brand-audit-elements
 
3996140 brand-audit-elements
3996140 brand-audit-elements3996140 brand-audit-elements
3996140 brand-audit-elements
 
Portfolio strategy & architecture
Portfolio strategy & architecturePortfolio strategy & architecture
Portfolio strategy & architecture
 
International conference
International conference International conference
International conference
 
The concept of brand equity
The concept of brand equityThe concept of brand equity
The concept of brand equity
 
Types of brand
Types of brandTypes of brand
Types of brand
 
Case presentation marico limited
Case presentation  marico limitedCase presentation  marico limited
Case presentation marico limited
 
Brand Management Process and Brand Evolution - Introduction to Branding
Brand Management Process and Brand Evolution - Introduction to BrandingBrand Management Process and Brand Evolution - Introduction to Branding
Brand Management Process and Brand Evolution - Introduction to Branding
 
Brand Architecture
Brand ArchitectureBrand Architecture
Brand Architecture
 
Brand Architecture & Brand Extension Stratagies
Brand Architecture & Brand Extension Stratagies Brand Architecture & Brand Extension Stratagies
Brand Architecture & Brand Extension Stratagies
 
Branding and Brand Positioning / Marketing Management By Kotler Keller
Branding and Brand Positioning / Marketing Management By Kotler KellerBranding and Brand Positioning / Marketing Management By Kotler Keller
Branding and Brand Positioning / Marketing Management By Kotler Keller
 
Brand architecture
Brand architectureBrand architecture
Brand architecture
 
brand_management
brand_managementbrand_management
brand_management
 
Brand Mgt.pdf
Brand Mgt.pdfBrand Mgt.pdf
Brand Mgt.pdf
 
Najih suraya creating brand equity
Najih suraya creating brand equityNajih suraya creating brand equity
Najih suraya creating brand equity
 
Brand Management
Brand ManagementBrand Management
Brand Management
 
Corporate brand building process by bhawani nandan prasad mba, iim calcutta
Corporate brand building process by bhawani nandan prasad   mba, iim calcuttaCorporate brand building process by bhawani nandan prasad   mba, iim calcutta
Corporate brand building process by bhawani nandan prasad mba, iim calcutta
 
The Brand Audit Toolkit: Organizing Data for Insights Spring 2019
The Brand Audit Toolkit: Organizing Data for Insights Spring 2019The Brand Audit Toolkit: Organizing Data for Insights Spring 2019
The Brand Audit Toolkit: Organizing Data for Insights Spring 2019
 

Recently uploaded

Shravani Mela branding plan - static visibility across UP, Bihar and Jharkhand
Shravani Mela branding plan - static visibility across UP, Bihar and JharkhandShravani Mela branding plan - static visibility across UP, Bihar and Jharkhand
Shravani Mela branding plan - static visibility across UP, Bihar and Jharkhand
suyogkulkarni39
 
Mobile App UI Design Trends .pdf
Mobile App UI Design Trends             .pdfMobile App UI Design Trends             .pdf
Mobile App UI Design Trends .pdf
technologiesintelio
 
Chemical Industry- Rashtriya Chemical Fertilizers (RCF) .pptx
Chemical Industry- Rashtriya Chemical Fertilizers (RCF) .pptxChemical Industry- Rashtriya Chemical Fertilizers (RCF) .pptx
Chemical Industry- Rashtriya Chemical Fertilizers (RCF) .pptx
mayurparate000
 
The Power of Micro Influencers in Influencer Marketing.pptx
The Power of Micro Influencers in Influencer Marketing.pptxThe Power of Micro Influencers in Influencer Marketing.pptx
The Power of Micro Influencers in Influencer Marketing.pptx
Inflyx
 
Digital Marketing Presentation by gridque (1).pdf
Digital Marketing Presentation by gridque  (1).pdfDigital Marketing Presentation by gridque  (1).pdf
Digital Marketing Presentation by gridque (1).pdf
gridquedigital
 
Building A Powerful Brand on Any Platform
Building A Powerful Brand on Any PlatformBuilding A Powerful Brand on Any Platform
Building A Powerful Brand on Any Platform
Xpand Marketing
 
Digital marketing strategist in Kerala I have a keen eye for analytics and da...
Digital marketing strategist in Kerala I have a keen eye for analytics and da...Digital marketing strategist in Kerala I have a keen eye for analytics and da...
Digital marketing strategist in Kerala I have a keen eye for analytics and da...
vineethoneteamsoluti
 
LinkedIn Marketing Plan for The Sparks Foundation.pdf
LinkedIn Marketing Plan for The Sparks Foundation.pdfLinkedIn Marketing Plan for The Sparks Foundation.pdf
LinkedIn Marketing Plan for The Sparks Foundation.pdf
The Sparks Foundation
 
CAMPUSEDGE ENETERPRISE RESOURCE MANAGEMENT SOFTWARE
CAMPUSEDGE ENETERPRISE RESOURCE MANAGEMENT SOFTWARECAMPUSEDGE ENETERPRISE RESOURCE MANAGEMENT SOFTWARE
CAMPUSEDGE ENETERPRISE RESOURCE MANAGEMENT SOFTWARE
solitaireshubham
 
10 Advantages and Disadvantages of Social Media Marketing in 2024
10 Advantages and Disadvantages of Social Media Marketing in 202410 Advantages and Disadvantages of Social Media Marketing in 2024
10 Advantages and Disadvantages of Social Media Marketing in 2024
Markonik
 
MKT460: Strategic Marketing_ SeH_ Kishwan Cookies.pdf
MKT460: Strategic Marketing_ SeH_ Kishwan Cookies.pdfMKT460: Strategic Marketing_ SeH_ Kishwan Cookies.pdf
MKT460: Strategic Marketing_ SeH_ Kishwan Cookies.pdf
Mohammad Tauhidul Islam Khan Rifat
 
Marketing Plan for The Spark Foundation
Marketing Plan for The Spark Foundation Marketing Plan for The Spark Foundation
Marketing Plan for The Spark Foundation
SyrineTouati
 
Buyer’s Behaviour by sandesh acharya.pptx
Buyer’s Behaviour by sandesh acharya.pptxBuyer’s Behaviour by sandesh acharya.pptx
Buyer’s Behaviour by sandesh acharya.pptx
SandeshAcharya17
 
Do's and Don'ts: How to Pitch Your Press Release to Journalists
Do's and Don'ts: How to Pitch Your Press Release to JournalistsDo's and Don'ts: How to Pitch Your Press Release to Journalists
Do's and Don'ts: How to Pitch Your Press Release to Journalists
Aggregage
 
Uncovering Marketo Engage's Target Account Management
Uncovering Marketo Engage's Target Account ManagementUncovering Marketo Engage's Target Account Management
Uncovering Marketo Engage's Target Account Management
GNW Consulting
 
2024 July - Hubspot's Content Hub and the Implications for B2B Marketers - G...
2024 July - Hubspot's Content Hub and the Implications for B2B Marketers  - G...2024 July - Hubspot's Content Hub and the Implications for B2B Marketers  - G...
2024 July - Hubspot's Content Hub and the Implications for B2B Marketers - G...
mjenkins13
 
Top SERP Ranking Factors You Need to Know for 2024 - SkillFloor.pdf
Top SERP Ranking Factors You Need to Know for 2024 - SkillFloor.pdfTop SERP Ranking Factors You Need to Know for 2024 - SkillFloor.pdf
Top SERP Ranking Factors You Need to Know for 2024 - SkillFloor.pdf
pradmin
 
Introduction-to-Social-Marketing-2024Trendy Mktg
Introduction-to-Social-Marketing-2024Trendy MktgIntroduction-to-Social-Marketing-2024Trendy Mktg
Introduction-to-Social-Marketing-2024Trendy Mktg
puneetmonga971720526
 
Go To Market Strategy - Zig When Others Zag
Go To Market Strategy - Zig When Others ZagGo To Market Strategy - Zig When Others Zag
Go To Market Strategy - Zig When Others Zag
Rajesh Math
 
"Crafting Interactive Metaverse Games: Development Solutions"
"Crafting Interactive Metaverse Games: Development Solutions""Crafting Interactive Metaverse Games: Development Solutions"
"Crafting Interactive Metaverse Games: Development Solutions"
Donna Lenk
 

Recently uploaded (20)

Shravani Mela branding plan - static visibility across UP, Bihar and Jharkhand
Shravani Mela branding plan - static visibility across UP, Bihar and JharkhandShravani Mela branding plan - static visibility across UP, Bihar and Jharkhand
Shravani Mela branding plan - static visibility across UP, Bihar and Jharkhand
 
Mobile App UI Design Trends .pdf
Mobile App UI Design Trends             .pdfMobile App UI Design Trends             .pdf
Mobile App UI Design Trends .pdf
 
Chemical Industry- Rashtriya Chemical Fertilizers (RCF) .pptx
Chemical Industry- Rashtriya Chemical Fertilizers (RCF) .pptxChemical Industry- Rashtriya Chemical Fertilizers (RCF) .pptx
Chemical Industry- Rashtriya Chemical Fertilizers (RCF) .pptx
 
The Power of Micro Influencers in Influencer Marketing.pptx
The Power of Micro Influencers in Influencer Marketing.pptxThe Power of Micro Influencers in Influencer Marketing.pptx
The Power of Micro Influencers in Influencer Marketing.pptx
 
Digital Marketing Presentation by gridque (1).pdf
Digital Marketing Presentation by gridque  (1).pdfDigital Marketing Presentation by gridque  (1).pdf
Digital Marketing Presentation by gridque (1).pdf
 
Building A Powerful Brand on Any Platform
Building A Powerful Brand on Any PlatformBuilding A Powerful Brand on Any Platform
Building A Powerful Brand on Any Platform
 
Digital marketing strategist in Kerala I have a keen eye for analytics and da...
Digital marketing strategist in Kerala I have a keen eye for analytics and da...Digital marketing strategist in Kerala I have a keen eye for analytics and da...
Digital marketing strategist in Kerala I have a keen eye for analytics and da...
 
LinkedIn Marketing Plan for The Sparks Foundation.pdf
LinkedIn Marketing Plan for The Sparks Foundation.pdfLinkedIn Marketing Plan for The Sparks Foundation.pdf
LinkedIn Marketing Plan for The Sparks Foundation.pdf
 
CAMPUSEDGE ENETERPRISE RESOURCE MANAGEMENT SOFTWARE
CAMPUSEDGE ENETERPRISE RESOURCE MANAGEMENT SOFTWARECAMPUSEDGE ENETERPRISE RESOURCE MANAGEMENT SOFTWARE
CAMPUSEDGE ENETERPRISE RESOURCE MANAGEMENT SOFTWARE
 
10 Advantages and Disadvantages of Social Media Marketing in 2024
10 Advantages and Disadvantages of Social Media Marketing in 202410 Advantages and Disadvantages of Social Media Marketing in 2024
10 Advantages and Disadvantages of Social Media Marketing in 2024
 
MKT460: Strategic Marketing_ SeH_ Kishwan Cookies.pdf
MKT460: Strategic Marketing_ SeH_ Kishwan Cookies.pdfMKT460: Strategic Marketing_ SeH_ Kishwan Cookies.pdf
MKT460: Strategic Marketing_ SeH_ Kishwan Cookies.pdf
 
Marketing Plan for The Spark Foundation
Marketing Plan for The Spark Foundation Marketing Plan for The Spark Foundation
Marketing Plan for The Spark Foundation
 
Buyer’s Behaviour by sandesh acharya.pptx
Buyer’s Behaviour by sandesh acharya.pptxBuyer’s Behaviour by sandesh acharya.pptx
Buyer’s Behaviour by sandesh acharya.pptx
 
Do's and Don'ts: How to Pitch Your Press Release to Journalists
Do's and Don'ts: How to Pitch Your Press Release to JournalistsDo's and Don'ts: How to Pitch Your Press Release to Journalists
Do's and Don'ts: How to Pitch Your Press Release to Journalists
 
Uncovering Marketo Engage's Target Account Management
Uncovering Marketo Engage's Target Account ManagementUncovering Marketo Engage's Target Account Management
Uncovering Marketo Engage's Target Account Management
 
2024 July - Hubspot's Content Hub and the Implications for B2B Marketers - G...
2024 July - Hubspot's Content Hub and the Implications for B2B Marketers  - G...2024 July - Hubspot's Content Hub and the Implications for B2B Marketers  - G...
2024 July - Hubspot's Content Hub and the Implications for B2B Marketers - G...
 
Top SERP Ranking Factors You Need to Know for 2024 - SkillFloor.pdf
Top SERP Ranking Factors You Need to Know for 2024 - SkillFloor.pdfTop SERP Ranking Factors You Need to Know for 2024 - SkillFloor.pdf
Top SERP Ranking Factors You Need to Know for 2024 - SkillFloor.pdf
 
Introduction-to-Social-Marketing-2024Trendy Mktg
Introduction-to-Social-Marketing-2024Trendy MktgIntroduction-to-Social-Marketing-2024Trendy Mktg
Introduction-to-Social-Marketing-2024Trendy Mktg
 
Go To Market Strategy - Zig When Others Zag
Go To Market Strategy - Zig When Others ZagGo To Market Strategy - Zig When Others Zag
Go To Market Strategy - Zig When Others Zag
 
"Crafting Interactive Metaverse Games: Development Solutions"
"Crafting Interactive Metaverse Games: Development Solutions""Crafting Interactive Metaverse Games: Development Solutions"
"Crafting Interactive Metaverse Games: Development Solutions"
 

Brand Architecture Toolkit: Optimizing the Portfolio for Growth 4.29.19

  • 1. ©2019 Brand Amplitude All Rights Reserved Brand Architecture Toolkit Optimizing the Portfolio for Growth Spring 2019
  • 2. ©2019 Brand Amplitude All Rights Reserved Brand Architecture specifies how a company’s brand assets relate to each other and to the market. When brands are thoughtfully organized, the contribution each makes to growth is maximized. Brand Audit Brand Vision & Narrative Audience- specific Positionings Portfolio Structure Naming Ground Rules & Conventions Message Map Brand Expression Guidelines Creative Brief Experience Design Communication Planning & Execution Brand Value Assessment Brand Health Assessment Tracking Brand Architecture is the way an organization structures and names its portfolio of offerings. It reflects the organization’s strategy for growth. 2 Architecture 1 Audit & Strategy 3 Expression 4 Activation 5 Measurement What Is Brand Architecture? Hint: Brand Architecture brings clarity. It illuminates the organization’s strategic commitments and ensures everyone is on the same page when prioritizing existing offerings and naming new ones.
  • 3. ©2019 Brand Amplitude All Rights Reserved What Does Brand Architecture Do? • What brands are in the portfolio? • Which brands are most important to future growth? • What are the naming rules? • Which brands are related to each other and which are not? Brand Architecture guides the organization to make sound strategic choices about where to build equity. When architecture is clear, the organization can make better decisions across the marketing mix. Brand Architecture Creates a Blueprint To Ease Day-to Day Marketing Decisions • Product and package design • Web site architecture and design • Media budget allocation • New product strategies • Acquisition strategies • Customer Service priorities Brand Architecture is limited to focuses on named marketing offerings, that is products or services customers can buy. It does not include: • Characters, logos or mnemonic devices • Business units • Patents or other intellectual property (IP) • Ad campaigns • Internal functions or processes
  • 4. ©2019 Brand Amplitude All Rights Reserved 4 Types clarify how brands relate or link to each other, and inform design decisions. Corporate Brand Company name and legal entity. Often used as endorser but may not be customer facing at all. Important to regulatory bodies, investors, employees, trade groups, partners. Master Brand (Driver) Drives purchase decision and defines user experience. Most strongly represents the differentiation inherent to the offer. Sub-Brand Derives equity from another brand, usually the Master. Ingredient Brand Features, materials, components or parts that are contained within other branded products. Not an equity driver, often an equity energizer. Corporate Brand Sub- Brand Master Brand 4 Ingredient Brand Types of Brands How Are Brands Classified? Once brand assets are identified, each brand is classified by type and strategic role.
  • 5. ©2019 Brand Amplitude All Rights Reserved Not all portfolio brands are equally important, yet all compete for resources. Portfolio strategic role designations guide decisions about innovation and investment. Strategic Brand Significant contributor to company’s future sales, perceptions or market position. Very High Priority Distinguisher Brand Enhances the differentiation of another brand. Also referred to as ‘branded energizer’ or silver bullet. High Priority Cash Cow Money making brand that does not represent future significant growth. Medium-Low Priority Fighter/Flanker Brand Addresses competitive threat by protecting the share of other brands in the portfolio. Medium Priority Each brand’s strategic role informs its investment priority. How Are Brands Prioritized? Strategic Roles Flanker Brand Strategic Brands Cash Cow
  • 6. ©2019 Brand Amplitude All Rights Reserved Brand Architecture Solutions Architecture solutions range from House of Brands to Branded House, with many permutations. There is no one size fits all solution, and each has pros and cons. House of Brands Hybrid Branded House Cons Builds equity in strong stand-alone brands across a wide range of categories. Limits risk to overall reputation. Requires significant marketing investment Results in strong master brand. Maximizes spending efficiency Can be difficult to extend beyond the expertise of the master brand. Leverages strong master brand while allowing flexibility. Requires planning to avoid confusing customers or diluting the master brand. Pros Linked Brands Stand-Alone Brands Hint: Most organizations use a hybrid approach. These models are mostly theoretical, as in the real world, pure solutions are often impractical.
  • 7. ©2019 Brand Amplitude All Rights Reserved Guiding Principles Ensure customers can “see” themselves and find what they seek without having to make sense of your internal structures or jargon. Cover the market with the fewest brands possible to minimize development and management costs. Avoid overlaps that confused customers and waste resources by ensuring “daylight” between brand offerings. 1. Not Too Many Brands 4. Customer Centric Structure3. Clear Boundaries2. Not Too Few Brands Create new brands when necessary to ensure relevant offerings for each segment or need. The optimal Brand Architecture can be achieved by following four simple rules. Brand Architecture is the face of the organization, so keep it simple. Even the most complex portfolio can be evaluated with these rules. Hint: Customers are a good source of feedback when developing the optimal architecture. Do they understand the offerings and how they are different?
  • 8. ©2019 Brand Amplitude All Rights Reserved Naming Rules & Conventions The strength of the brand’s equity with its target customers should inform decisions about naming. Hint: All brands in the portfolio must have customer equity. If customers don’t know the brand or what it stands for, are you prepared to invest in it to build awareness and understanding? If not, then it should be eliminated from the architecture and an existing brand should be used to encompass the offering.
  • 9. ©2019 Brand Amplitude All Rights Reserved Common Architecture Issues Problem Symptoms Solution Example Inside-Out Structure Architecture reflects company internal business unit structures, with some brands addressing similar needs Separate the org chart from the brand architecture. Create cross BU platforms for presenting brand solutions. Brand Proliferation Too many branded assets that receive little or no support, and unclear priorities. Prune assets with little or no equity. Use sub-brands and descriptive brand names to give orphan brands a home. Brand Dilution The master brand is stretched to cover too many segments or needs and risks losing relevance. Create new stand alone brands or sub- brands to address key segment needs or competitive brands. Parent-Child Conflict Product success can create a dilemma for the parent company when it shares the same name and needs to expand to grow. Rename the corporation to create separation from the product brands. Most companies have multiple brands, and architecture issues are almost inevitable. Failure to adapt with the right structure can limit growth and cause confusion among customers. (Formerly ABC Family) Fixed formatting
  • 10. ©2019 Brand Amplitude All Rights Reserved Case Study: Outward Bound • Organized around 13 chartered entities, mostly named for geographic locations. • Encompassed 358 courses and multiple, specialized partnerships and programs, many of which were similar, but had different names • Too many initiatives were vying for resources without prioritization Outward Bound’s schools-based structure was confusing to parents and led them to give up too soon when searching online. Before After Parents usually search for specific dates, so we made this part of the architecture. The site now makes recommendations based on student age, destination and travel dates. • Pared down and consolidated course offerings. • Student age takes priority over program type, reflecting the way parents think about course selection. • Search tools are more intuitive, featuring dates and destinations rather than courses.
  • 11. ©2019 Brand Amplitude All Rights Reserved Case Study: McKesson McKesson aggressively acquired health care providers, pharma distribution companies and health technology brands leaving the company with a confusing portfolio that included many names with low awareness. • Inside-out web site navigation organized around business units • Excessive detail presented upon entering the site overwhelmed users and prevented them from finding the McKesson offering aimed at them • Insufficient investment in the McKesson Masterbrand, which had by far the highest recognition and meaning Before After • Simplified web navigation by emphasizing the key businesses and solutions customers search for on the site • Retired and renamed many low-awareness, unsupported brands • Developed brand naming rules and decision tools to facilitate consistent application of the new architecture by marketers and others across the organization
  • 12. ©2019 Brand Amplitude All Rights Reserved 12 • What is It? Architecture aligns business and brand goals by defining clear roles, relationships and investment priorities among portfolio brands. • Why optimize? A coherent brand architecture makes marketing more efficient and effective by ensuring customers and other stakeholders understand what the business can do for them. • What are the possible solutions? There are no cookie cutter solutions. “House of Brands” and “Branded House” are just two of many possible architecture solutions. Most companies used a hybrid approach. • When is the right time to optimize? Brand architecture should be revisited to adapt to changing business conditions and ensure that the brand structure supports the business strategy. Key Takeaways “Brands need well-defined roles and visions that support those roles. Strategic brands should be identified and resourced, and branded differentiators and energizers should be created and managed.” – David Aaker
  • 13. ©2019 Brand Amplitude All Rights Reserved Contact us to learn more about brand audits, strategy development or our research offerings. Carol Phillips Partner carol@brandamplitude.com Contact Us Brand Audits • Strategic assessment • Competitive reviews Qualitative Research • Individual interviews • Focus groups • Pop-up communities / Bulletin boards Quantitative Research • Customer tracking research • Product concept tests • Package tests • Positioning development and validation Judy Hopelain Partner judy@brandamplitude.com Martin Predd Research Director marty@brandamplitude.com