18167122 Brand Architecture

7/27/2019 18167122 Brand Architecture

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Brand Architecture

Brand Architecture

Brand Architecture


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Brand Architecture Obj.

Create effective powerful brands

Allocate brand-building resources

Create Synergy

Achieve clarity of product offering

Leverage brand equity Provide a platform for future growth


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Brand

Architecture

Brand Portfolio

Brand-Market Context

RolesEndorser/SubbrandsBenefit brandsCo-brandsDriver roles

Portfolio Roles

Strategic brandsLinchpin brandsSilver bulletsCash cow brands

Brand Portfolio StructureBrand GroupingsBrand hierarchy treesBrand range

Portfolio Graphics

LogoVisual presentation

Powerful

brands

Optimal

allocation

of brand

buildingresources

Synergy in

creating:

visibility,

efficiency

Clarity of

offering

Leveraged

brand

assets

Platforms

for future

growth

options

Includes all the brands & subbrandsattached to product-market offerings,

including co-brands with other firms.


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The Boston Consulting Groups

Growth-Share Matrix20%-

18%-

16%-

14%-12%-

10%-

8%-

6%-4%-

2%-

0MarketGrowth

Rate

?

Question marks

?Cash cow

6

Dogs

10x 4x 2x 1.5x 1x

Relative Market Share

.5x .4x .3x .2x .1x

Stars

(Strategic Brand) (Lichpin Brand)

(Silver Bullet)


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Product-Market Context Roles

Endorser & Subbrand RolesA master brand is the

primary indicator of the offering, the point of reference. Benefit Brands The benefit brand is a branded feature.

Examples: Oral-B toothbrushes Colored Tip Bristles

Co-Brands Occurs when brands from different organizationscombine to create an offering in which each plays a driver role.

Examples: Intel chips in branded PCs, HP printers along with HP

laptops


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Brand Portfolio Structure

Brand Grouping: Grouping of brands that

have a meaningful characteristics in

common

Segment: Men or women

Product: Clothing or products

Quality: Designer to premium

Design: classic or contemporary


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Brand Hierarchy Trees: Brand family

Colgate

Toothpaste

Colgate

Mouthrinse

Colgate

Classic

Diamond

Heads

The wild

ones

Colgate

Toothbrush

Colgate

Dental Floss

Plus Precision


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Brand Range:

Kraft Products

Master Brand: First Brands- Cheese,

Mayonnaise, Salad dressing and Barbeque

Sauce

Endorser Brands: Shake and Bake, MinuteRice, Oscar Mayer, Post,


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Portfolio Graphics

Visual representations across brands

and contexts:

Logo

Packages

Symbols

Product design


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Horizontal Extension

FITADDED

VALUE

ENHANCED

BRAND

EQUITY

Customers must be

comfortable with the

brand in the new

setting.

Bases: product

associates,

ingredient, attribute,

application, user

imagery, expertise,

designer image.

The brand name

alone should help

customers

articulate why the

offering is superior

to other brands.

The brand equity

should be enhanced

by the brands

presence the brands

presence in another

context -- not only

from increased

visibility but also

from the associations

generated.

Aaker, David A. Brand Leadership. 2000


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Vertical Extension

To participate in a large

& growing value market

Product vitality & margins A vertical stretch is

particularly tricky because

perceived quality is involved

and also because the use ofsub brands & endorsed brands

needs to be considered.

Risk to brands reputation &

customer baseCannibalization

Lack of credibility

Competitor price wars

ADVANTAGES DISADVANTAGES

Aaker, David A. Brand Leadership. 2000


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Brand Architecture Audit

Systematic way to identify problems or issues

that merit further analysis.

List of questions to answer

First Stage: Business Analysis

What are the strategic initiatives?

What businesses and segments are important

financially and strategically? Second Stage: 5 dimensions of brand

architecture


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Five Dimensions

Dimension Action Item

Brand Portfolio Inventory existing brands and subbrands.

Portfolio RolesIdentify brands playing strategic roles (cash-cow,

etc.)

Product-Market Context RolesLook at use of endorsers and subbrands, branded

benefits, co-brands, and driver brands

Brand Portfolio Structure Create brand grouping or hierarchy tree.

Portfolio GraphicsLay out a sample of the way that the brands are

presented visually.

Documents

18167122 Brand Architecture