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mrkt438 > Brand Architecture > Flashcards

Brand Architecture Flashcards

1
Q

brand architecture

A

rationale and structure among the firm, its products and its brand/product extensions – in essence, how the brand is used at different levels

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2
Q

What is the role of brand architecutre?

A

clarify brand awareness and improve brand image

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3
Q

Steps to Develop a Brand Architecture Strategy

A
  1. Define brand potential
  2. identify brand extension opportunities
  3. Branding new products/services
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4
Q

Four ingredients of defining brand potential

A
  • Competitive frame of reference
  • points of difference
  • points of parity
  • brand mantra
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5
Q

brand extension

A

new product introduced under an existing brand name

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6
Q

line extension

A

new product innovaton within existing categories

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7
Q

category extension

A

new product introductions outside existing categories

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8
Q

Four Strategies for brand new products and services

A

House of Brands
Endorsed Brands
Sub Brand
Branded House

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9
Q

House of brands

A

independent brands with different names under one umbrella

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10
Q

sub-brands

A

Ties to a parent’s equity + qualities but are distinctive to themselvesW

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11
Q

What type of brand architecture does Proctor and Gamble have?

A

House of Brands

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12
Q

What type of brand architecture does Toyota (Corolla, Camry, etc) have?

A

sub-brands

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13
Q

What type of brand architecture does General Electric have?

A

branded house

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14
Q

What type of brand architecture does Coca Cola have?

A

hybrid

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15
Q

Benefits of House of Brands

A

Reach
Safety net
shield

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16
Q

benefits of sub-brands

A

able to modify a customer’s expectations and associations

17
Q

benefits to branded house

A

efficiency
ease
evolution

18
Q

Cons to House of Brands

A

Overwhelming
Isolation
Image

19
Q

Brand portfolio

A

all brands sold by a company in a product

20
Q

Why have multiple brands in a portfolio?

A
  • Increase shelf presence + retailer dependence in store
  • Attract consumers seeking variety
  • Increase internal competition within firm
  • Yield economies of scale
21
Q

Types of Portfolios

A

cash cows
low-End entry-level
High-end prestige
flankers

22
Q

Corporate level (Brand Hierarchy)

A

highest level, corporate image
ex. General Motors

23
Q

Family level (Brand Hierarchy)

A

aka range brand or umbrella brand
used in more than product category

corporate brand applied to a range of products

ex. Chevrolet

24
Q

individual brand level

A

label for only one product category

ex. Frito’s chips

25
Q

Modifier (Brand hierarchy)

A

designate specific item/model/version/configuration of product
Shows how brand variation relates to others in brand fam
Makes products more understandable/relatable

26
Q

product description

A

helps understand product is/does

27
Q

principle of growth

A

invest in market penetration or expansion vs. product development according to ROI opportunities

28
Q

principle of survival

A

brand extensions must achieve brand equity in their categories

29
Q

principle of synergy

A

brand extensions should enhance the equity of the parent brand

30
Q

Guidelines for Brand Hierarchy Decisions

A
  1. decide on which products are to be introduced
  2. decide on the number of levels
  3. decide on the levels of awareness and types of associations to be created at each level
  4. decide how to link brands from different levels for a product
  5. decide how to link a brand across products
31
Q

principle of simplicity

A

employ as few levels as possible

32
Q

principle of clarity

A

logic and relationship of all brand elements employed myst be obvious and transparent

33
Q

principle of relevance

A

create abstract associations that are relevant across as many individual items as possible

34
Q

principle of differentiation

A

differentiate individual items and brands

35
Q

principle of prominence

A

relative prominence of brand elements affects perceptions of product distance and type of image created for new products

36
Q

principle of commonality

A

more common elements, stronger linkages

mrkt438 (6 decks)

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