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 Strategic Brand Concept and Brand A rchitecture Strategy –  A Proposed Model Vienna University of Economics and Business Administration (U ien!" #epartment of Mar$eting%  Advertisi ng and Mar$e ting &esearch Vienna" A ustria" EU  Andreas Stre'inger 

Brand Architecture Strategy

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Four strategic brand concepts

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  • Strategic Brand Concept and Brand Architecture Strategy A Proposed ModelVienna University of Economics and Business Administration (WU Wien), Department of Marketing: Advertising and Marketing ResearchVienna, Austria, EU

    Andreas Strebinger

  • CorporateBrandC-brandingF-brandingT-brandingPT-brandingP-brandingBrand

    1Brand

    2Brand

    3Brand

    4Brand 1Brand 2Brand 3Brand 4Subbrand 1Subbrand 2Subbrand 3Subbrand 4Subbrand 4Corporate Brande. g.:Five brand architecture strategies

    P1

    P2

    P3

    P4

    T1

    T2

    T3

    T4

    P1

    P2

    P3

    P4

    T1

    T2

    T3

    T4

    P1

    P2

    P3

    P4

    T1

    T2

    T3

    T4

    P1

    P2

    P3

    P4

    T1

    B 1

    B 2

    B 3

    B 4

    T2

    B 5

    B 6

    B 7

    B 8

    T3

    B 9

    B 10

    B 11

    B 12

    T4

    B 13

    B 14

    B 15

    B 16

  • Relational

    consumer benefit: sympathy, attachment, & trustprevailing processing style: peripheral processingeffect on brand architecture: integrative Functional

    consumer benefit: problem avoidanceprevailing processing style: central processingeffect on brand architecture: integrativeSymbolic

    consumer benefit: self-esteem & self-presentationprevailing processing style: biased processingeffect on brand architecture: separative (target groups)Experiential

    consumer benefit: pleasureprevailing processing style: experiential processingeffect on brand architecture: separative (product categories)experiential & symbolicrelational & functionalexper.& relatl.

    symb.& functl. multiplebenefits154326978Four strategic brand concepts

  • Relational Functional SymbolicExperiential

    experiential & symb. relational & functl.e. & r.multiple benefitsP-brandingF-brandingC-brandingC-brandingT-brandings. & f.C-brandingPT-brandingF-brandingF-brandingBASE Linking strategic brand concepts to brand-architecture strategy

  • Limitationsexplorative instrument providing theoretical assistance in making strategic brand architecture decisionsmany empirical clues, no empirical proofsmooth transition between standard brand architecture strategiesreal-life product portfolios often consist of mixtures of functionally, experientially, symbolicly & emotionally positioned productsother stakeholders (employees, shareholders, retailers) different brand architecture strategy?

  • Some examp l esRelational Functional SymbolicExperiential

    e & s r & f.e. & r.multiple benefitsP-brandingF-brandingC-brandingC-brandingT-brandings. & f.C-brandingPT-brandingF-brandingF-branding

  • a very successful Austrian storebrand


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