18167122 brand architecture
TRANSCRIPT
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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 Portfolio Structure
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 Portfolio Structure
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.