204295797 brand architecture
TRANSCRIPT
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SUBMITTED by-
Rajas R Prabhu
REG NO. 150901090
BACHEORS O! BUSINESS ADMINISTRATION
UNDER THE GUIDANCE O!
DR. SUNISHTHA DHA"A
ASSISTANT PRO!ESSOR
SCHOO O! BUSINESS AND COMMERCE
MANIPA UNI#ERSIT$ %AIPUR
Brand Architecture / Extention
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2
Family Versus Multiple Brands
• Multiple (Individual) Brands
– To Avoid Conficts in Channels
–To Avoid Conusion BetweenSegments
– Dierent brand names i dierent
target segments accessed viadierent channels and or
products
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3
hy !reate A "e# Brand$
• !reatin%/&penin% a "e# !ate%ory'• Enterin% an Estalished !ate%ory #ith no
!ooptale Brand E*uity +rom another
source• &r, you #ant to separate this o-erin%
+rom that source• Enterin% a cate%ory #here clear
di-erentiation +rom similar/Identicalo-erin%s is clearly needed• &thers$
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.
Basics o+ Brand Architecture 0heBrand 1elationship pectrum
• An organizing architecture
• Creating Brands isexpensiveta!es time"
• #ot ever$ oering is a brand
• %ten better to add to a singlebrand& rather than prolierate
brands• '(ngredient Branding)*
The power o multiple brands+
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Brand
1elationshippectrum
Brand
1elationshippectrum
Brandedouse
Brandedouse
uBrands
uBrandsEndorsedBrands
EndorsedBrands
ouse o+Brands
ouse o+Brands
Independent Brands, Each #or4in% in their o#n ri%ht, elon%in%to a 51emote6 parent 7rm
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ouse o+Brands
ouse o+Brands
hado#Endorser
hado#Endorser
"ot!onnected
"ot!onnected
0ide (89:)
Accura (onda) 0ouchstone (;isney)
Independent Brands heldy a remote parentcompany
"utras#eet (earle)
1!A (:E)aturn (:M)
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<
ouse o+ Brands (89:)
• 0ar%ets "iche Mar4ets
• i%hli%hts ne# o-erin%s
• Avoids incompatiility
• Allo#s po#er+ul names tied to ene7t
• Avoids channel con=ict
• hado# Endorser 5A >no#n or%ani?ation
is ac4in% this rand6
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@
In a 5ouse o+ Brands6
• 0he 4ey competency itsel+ iso+ten the creation, %ro#th and
Mana%ement o+ Brands• More Bto! than BtoB Most o+
the o-erin% value is in the rand,and opposed to the product inuse'
0ide Ariel Ivory !ascade
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Brand
1elationshippectrum
Brand
1elationshippectrum
Brandedouse
Brandedouse
uBrandsuBrandsEndorsedBrands
EndorsedBrands
ouse o+Brands
ouse o+Brands
tron% Brands on their o#n, stren%thened in acustomerrelevant #ay y an association #ith theparent rand
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Endorsed
Brands
Endorsed
Brands
tron% Brands on theiro#nin their se%ment,stren%thened y themaster rand
tron%Endorsemen
t
tron%Endorsemen
t
in4ed"ame
in4ed"ame
0o4en/1emote
Endorsement
0o4en/1emote
Endorsement!ourtyard yMarriott
&session y !alvin>lein
al4man y ony
"estea
McMun
Max8ac4s
:rape "uts +rom8ost
;oc4ers, y eviCs
Dniversal 8ictures, aony !ompany
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Brand
1elationshippectrum
Brand
1elationshippectrum
Brandedouse
Brandedouse
uBrandsuBrandsEndorsedBrands
EndorsedBrands
ouse o+Brands
ouse o+Brands
eparate, tron% Brands tied to and syner%istic #ith the parent rand
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u
Brands
u
Brands
eparate Brands tiedto Master Brand, uordinate andyner%istic
Master
Brand as;river
MasterBrand as
;river
!o;rivers!o;rivers
:illette Mach 3 (8o#er+ul8roduct Brand)
ony 0rinitron
;u8ont tainmaster
(8o#er+ul In%redientBrand)
Buic4 eare
8 ;es4Get
8enn tate meal ($)
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.
urands
• !onnected directly to the masterrand modi+y the emotionalta4ea#ay or propositionH
•
ustantial potential impact on themaster rand• !ritical ;e%ree to #hich they 5!o
;rive6 the uyin% process/decision
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Brand
1elationshippectrum
Brand
1elationshippectrum
Brandedouse
Brandedouse
uBrandsuBrandsEndorsedBrands
EndorsedBrands
ouse o+Brands
ouse o+Brands
8arent Brand ;rives, products under it are named +ollo#in%their ene7ts or speci7cations
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Branded
ouse
Brandedouse
ameIdentity
ameIdentity
;i-erentIdentity
;i-erentIdentity
BM
ealthy !hoice
Vir%in
8enn tate MBA ($)
:E !apital, :EAppliance
"estle !o-ee, Morsels
evis Europe/D
8arent Brand thedrivin% Brandin%element
meal ($)
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<
A Branded ouse'
• Master Brand is driver across Multiplecate%ories
• Dnder that primarily 58roduct;escriptors6/ i%hly descriptivetrademar4sH
• Master rand should e in a position to
add to and e stren%thened y allthe 7rms o-erin%sH
3Ji K
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Brand eparation !riteria'
Branded ouse
• yner%y in productline
• !omined visiilityand relevance
• in%le rand
visiility,concentration o+resources
ouse o+ Brands• Eclectic product mix• 1is4y product
cate%ories• !hannel con=ict
potential• Business model
supports creation o+a rand
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Introduction
• 8ersons identity serves to providedirection, purpose 9 meanin% +orthat person
• imilarly Brand identity providesdirection, purpose 9 meanin% to the
rand
• !entral to randCs strate%ic visionHH
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Meanin%
• It is the uni*ue set o+ rand associationsthat a rand strate%ist aspires to create ormaintain
• Associations represents
• hat rand stands +or
•
Implies a promise to customers +rom theor%ani?ation memers
• Ex ;ominos 8i??a
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hy Brand Identity$$
• 0o estalish relationship et#een rand 9customer
• o#$$• By %eneratin% value proposition
involvin%
•
Functional• Emotional
• el+ Expressive ene7ts
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0he Identity tructure
• BH Identity has !ore 9 ExtendedIdentities
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!ore Identity
• 1epresents timeless essence o+ rand
• Analo%y center that remains a+ter you
peel a#ay onion layers
• Ex 0ata trust, *uality
• !entral oth to meanin% 9 success o+randsHH
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!ore Identity
• Associations remain more constant asrand travels to ne# mar4ets 9 pdts
• !ore lasts lon%
• Ex BaGaG amara BaGaG
• BH 8osition , !ommunication strate%ies9 also extended identity mi%ht chan%eut core remains unchan%edHH
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!ore Identity
• !ore identity +ollo#s +rom *uestions
• oul o+ the rand$
• Values that drive the rand
• !ore competencies
• &r%ani?ation ehind the rand stand +orHH
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!ore Identity
• hould include elements that ma4esrand uni*ue 9 valuale
• hould contriute to valueproposition'
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Extended Identity
• Includes elements that providecompleteness to the rand
• Important elements o+ randsmar4etin% pro%ram e included
• 0o add use+ul detail to complete thepicture'H