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Designing and Implementing Brand Architecture Strategies - Coggle Diagram
Designing and Implementing Brand Architecture Strategies
Role of Brand Architecture
Clarification of brand awareness
Improved consumer understanding
Motivation of brand image
Maximization of equity transfer
Developing a Brand Architecture Strategy
Defining the potential of a brand
Brand vision
Brand boundaries
Brand positioning
Identifying brand extension opportunities
Brand extension
Line extension
Category extension
Branding new products and services
Brand Architecture Strategies
Branded house
House of brands
Sub-brands
Brand-Product Matrix
Brand-product relationships (rows)
Product-brand relationships (columns)
Product line
Product mix (product assortment)
Brand mix (brand assortment)
Brand Portfolio
Maximization of brand equity
Reasons for multiple brands in the same product category
Basic Principles in Designing a Brand Portfolio
Maximize market coverage
Minimize brand overlap
Special roles of brands in the brand portfolio
Flankers
Cash cows
Low-end entry-level
High-end prestige brands
Brand Hierarchy
Corporate Brand (General Motors)
Family Brand (Buick)
Individual Brand (Park Avenue)
Modifier: Item or Model (Ultra)
Designing A Brand Hierarchy
Specific Product To Introduce
Growth
Survival
Synergy
Number Of Hierarchy Levels
Simplicity
Clarity
Levels Of Awareness And Associations
Relevance
Differentiation
Linking Brands At Different Levels
Prominence
Linking Brands Across Products
Commonality
Product Descriptors
Brand Architecture Guidelines
Adopt a strong customer focus.
Avoid over-branding.
Establish rules and conventions and be disciplined.
Create broad, robust brand platforms.
Selectively employ sub-brands as means of complementing and strengthening brands.
Selectively extend brands to establish new brand equity and enhance existing brand equity.