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BRAND hierarchy and architecture

This document discusses branding strategies and brand architecture. It defines different types of brands like corporate brands, family brands, and individual brands. It also defines brand modifiers. The document discusses different brand architecture structures like monolithic, endorsed, and independent brands. It provides examples of each structure and discusses their advantages and disadvantages. The key points are that brand architecture should reflect business strategy, be simple, flexible, consistent with brand values, and designed for customer needs.

Marketing◦
ANJU DONY M150011MS
 Summarize branding strategy by displaying the number and nature of common and distinctive brand elements across the firm’s products  reveal explicit ordering of brand elements  useful means of graphically portraying a firm’s branding strategy  based on the realization that a product can be branded in different ways depending on how many new and existing brand elements are used and how they are combined for any one product..
 Corporate brand  Family brand  Individual brand  Modifier  combination their corporate brand name and family brands or individual brands :Siemens Transportation Systems
 the company or corporate brand is almost always present somewhere on the product or package  although it may be the case that the name of a company subsidiary may appear instead of the corporate name. Fortune Brands (Titleist, Footjoy)  Just the name: General Electric and Hewlett-Packard  company name is virtually invisible :no attention in the marketing program :Black & Decker(DeWalt), Hewlett-Packard(Apollo).
 family brand is defined as a brand that is used in more than one product category but is not necessarily the name of the company or corporation itself.  ConAgra’s Healthy Choice family brand is used to sell a wide spectrum of food products, including frozen microwave entrees, packaged cheeses, packaged meats, sauces, and ice cream.
 Individual brand is defined as a brand that has been restricted to essentially one product category.  “salty snack” product class: Frito-Lay offers Fritos corn chips, Doritos tortilla chips, Lays and Ruffles potato chips, and Rold Gold pretzels.
 A modifier is a means to designate a specific item or model type or a particular version or configuration of the product.  Frito-Lay’s snacks come in both full-flavor or low-fat “Better For You” forms.
 Different levels of the hierarchy may receive different emphasis in developing a branding strategy.  General Motors traditionally chose to downplay its corporate name in branding its cars, although the name recently has played a more important role in its supporting marketing activities.
 structure of brands within an organizational entity.  way in which the brands within a company’s portfolio are related to, and differentiated from, one another.  decisions about Brand Architecture are concerned with how to manage a parent brand, and a family of sub-brands  integrated process of brand building through establishing brand relationships  a legacy of past management decisions as well as the competitive realities
 reorganization of the General Motors brand portfolio to reflect its new strategy.  Prior to bankruptcy, the company pursued a corporate- endorsed hybrid brand architecture structure, where GM underpinned every brand.  practice of putting the "GM Mark of Excellence" on every car, no matter what the brand, was discontinued in August, 2009.  the company adopted a multiple brand corporate invisible brand architecture structure.  company's familiar square blue "badge" has been removed from the Web site and advertising, in favour of a new, subtle all-text logo treatment.
 Ambassador Brands :reflect the image of the company  Colgate toothpaste  Piggyback Brands not profit generators but build their image and gain mileage by riding on the back of these brands.  Colgate toothbrush  Budget Brands signify that are welcomed in every home  Cibaca toothpaste
 Corporate brand/ umbrella brand /family: Heinz  These brands may also be used in conjunction with product descriptions or sub-brands: for example Heinz Cream of Tomato Soup  Endorsed brands, and sub-brands - For example, Nestle KitKat, Cadbury Dairy Milk  Individual product brand - For example, Procter & Gamble’s Pampers or Unilever's Dove.
 Monolithic  A single identity that encompasses all products (example: BMW, Microsoft, CNN)  requires fewer resources,  minimize misunderstanding,  easier alignment  _inability to appeal diverse consumer segments,  consequence of failure is larger
 Example: Lenovo Thinkpad  both brands (master and sub brands) give each other recognition and create new associations that can help the market’s understanding of both brands,  helps growing market share and shareholder benefits  greater loyalty from distribution partners  _complexity and expenses are added to marketing communication,  may dilute or confuse master brand,.
 Independent brand, which is overtly endorsed by a master brand  Polo by Ralph Lauren, Ibis by Accor Group etc  provide credibility for the endorsed brands,  endorsed brand benefits from the master brand’s reputation,  can break into competitor’s territory  –can be expensive,  too many endorsement may signal weak sub-brands,
Endorsed logos
 Multiple strong brands housed in a de-emphasized, weak or unknown corporate entity  Procter & Gamble, Unilever  each brand can maximize impact on market or niches  individual brand can be specified to fit a target market  increase variations of new revenue streams  more creativity and talents  –little or no leverage can be used with the parent association  more expensive  creating internal rivalries  hard to unify customer loyalty
•Combination of all three – monolithic, branded and endorsed •Occur through mergers and acquisitions •Preserve the goodwill associated with the acquisition
Key points:  Reflect business strategy & brand value systems  Simple  Flexible  Consistent with values  Designed for client needs Implementation  Determine project name –Communicate. Establish communication channel for awareness, involvement and accountability  Undertake brand audit – gather and assess collateral  Develop brand essence – workshop and get consensus  Consider architecture direction – leadership to determine in light of strategy  Engage a designer – experienced, capacity and quick understanding
BRAND hierarchy and architecture