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Brand management Lecture 4 Identity (Brand Architecture (Product vs …
Brand management Lecture 4
Identity
Brand Architecture
Process employes visual and verbal signposts to articulate relationships between brands and sub-brands
it involves deciding which brand elements can be applied to which products and nature of new and existing brand elements to be applied to new products
Importance of Brand architecture
Motivate brand image
Clarify brand identity
Product vs Brand management Perspective
Product mix
the set of all product lines sold
Product line
A group of products within a product category
Brand mix
The set of all brand lines sod
Brand line
All products sold under a particular brand
Dimensions
Breadth of Brand Architecture
Concerns the
number and nature of products li
nked to the brands
sold by a company
Depth of Brand Architecture
Concerns the number and nature of brands marketd
in the product class sold
Levels of brand hierarchy
Definetion
Simplicity
Employ limited levels if possible
relevance
diffentiation
differentiate between single products and brands
differentiate the regular product, e.g. some product position is high-end
prominenece
Define the relevance and visibility of brand elements
commonality
establish connections between similar products through sam brand elements
Brand architectrue spectrum
Branded house
Same Identity
Different Identity
Brands have different identities and positioning in different countries, despite the sam brand name
Sub-brands
Master Brand as Driver
Master brand is the primary frame of reference that guides consumers
Example: One Brand Strategy: Coca Cola
GOOD THINGS COME IN FOURS
Our ne " one brand " strategy
https://www.youtube.com/watch?v=ARKXUSp9NRI
Co-drivers
Both the master brand and the sub-brand have major driver roles
Sony
PS4
Disney
Disneyland
Disney resort
Disney world
Endorsed brands
Strong Endorsement
Usally it includes "by" in the name
SeeByChloe
Linked name
Token Endorsement
House of Brands
Shadow Endorser
Brand is minimally connected visibly to the endorsed brand
Not connected
Brands are not connected to each other
