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The role of brand architecture (Architecture models do companies you know…
The role of brand architecture
Architecture models do companies you know use
Unilever: Pluralistic (house of brands)
Nestle: Endorsed brand (Source brand)
Apple: Monolithic (branded house)
Sanoma group: Pluralistic
Fazer: pluralistic
P&G: pluralistic (house of brands)
Canon: Monolithic: Umbrella, line, modifier brand
Brand architectures that are good for different products and services
Branded house: brand image drives the market demand (same market)
Apple, Levi’s, McDonald’s
House of brands: parent or corporate brand image is relatively unknown
Unilever, Procter and Gamble, General Motors
Mixed strategy (complicated portfolio, sometimes better not to reveal parent brand)
Nike, The Coca-Cola Company, The Walt Disney Company
BMW (Master brand strategy)
Endorsers and co-branding (When safe distance is to be kept from parent brand
H&M clothes lines created by famous designers, Purpur restaurant by Ville Haapasalo, Moomins’ products by Makia clothing
Points to note!
Be careful with ingredient strategy: The ingredient can take over (Intel)
Make a sound strategy: the architecture will follow
Brands have to be in balance and not confusing
Create new brands not to disturb (VW Phantom, Norra)
In B2B business: make sure your brand is supporting the sales process
The brand strategy of companies
Nike
Clearly defined image and personality: cool, innovative, high-tech, design based
Mixed architecture strategy: house of brands, branded house and co-branding
Nike: The parent brand, Gross of the company’s activities and visibility, includes sub-brands eg. Nike VaporFly, Nike Basketball, Nike Blazer + branded features
Air Jordan: started as sub-brand - grown to be a brand of its own
Converse: house of brands approach from Nike due to Converse strong brand. Converse internally is branded house structure: Converse One Star, Converse Star Chevron et al.
Hurley: Nike as endorser
NIKEiD.com
Apple
Strategy: produce easy to use computers to consumers in a way that it focuses on the needs, individuality and style for ordinary people
master brand identity
Canon
Need to rethink strategy due to market collapse
product orientation -> consumer story image
Umbrella architecture (house of brands)
Brand architecture: hierarchical relationship construct among the brands and sub-brands
Brand portfolio: non-hierarchical method of brand organization
Brand architecture strategy defines
Brand breath
Boundaries
Depth
Complexity
Elements of architecture
Brand elements
Names
Logos
Symbols
Brand personalities
Degree of interdependence and relationship that the different brands and sub-brands within a portfolio (Walker)
House of brands
Branded house
Endorser brand
Extended brand
BASE - Brand Architecture Strategy Explorer model (Strebinger
Uniform strategy for all products and market segments (C-branding, corporate branding)
Differentiation by product category (P-branding
Differentiation is based on the market segments (T-branding)
Combining brand differentiation by product and segment (PT branding)
A hierarchical organization of endorsed brands and sub-brands that are promoted individually (F-branding)
Aaker (brand architecture is organizing brands as a team)
Brand portfolio
Avoid silos and misallocation of resources
Portfolio roles
strategic brand/ a linchpin brand/ a silver brand/ a cash-cow brand
Product-market context roles
Endorser/sub-brands
The portfolio structure
Groupings/Hierarchy tree /Range
Portfolio graphics
Logo/ visual presentation