Brand Architecture Flashcards
brand architecture
rationale and structure among the firm, its products and its brand/product extensions – in essence, how the brand is used at different levels
What is the role of brand architecutre?
clarify brand awareness and improve brand image
Steps to Develop a Brand Architecture Strategy
- Define brand potential
- identify brand extension opportunities
- Branding new products/services
Four ingredients of defining brand potential
- Competitive frame of reference
- points of difference
- points of parity
- brand mantra
brand extension
new product introduced under an existing brand name
line extension
new product innovaton within existing categories
category extension
new product introductions outside existing categories
Four Strategies for brand new products and services
House of Brands
Endorsed Brands
Sub Brand
Branded House
House of brands
independent brands with different names under one umbrella
sub-brands
Ties to a parent’s equity + qualities but are distinctive to themselvesW
What type of brand architecture does Proctor and Gamble have?
House of Brands
What type of brand architecture does Toyota (Corolla, Camry, etc) have?
sub-brands
What type of brand architecture does General Electric have?
branded house
What type of brand architecture does Coca Cola have?
hybrid
Benefits of House of Brands
Reach
Safety net
shield
benefits of sub-brands
able to modify a customer’s expectations and associations
benefits to branded house
efficiency
ease
evolution
Cons to House of Brands
Overwhelming
Isolation
Image
Brand portfolio
all brands sold by a company in a product
Why have multiple brands in a portfolio?
- Increase shelf presence + retailer dependence in store
- Attract consumers seeking variety
- Increase internal competition within firm
- Yield economies of scale
Types of Portfolios
cash cows
low-End entry-level
High-end prestige
flankers
Corporate level (Brand Hierarchy)
highest level, corporate image
ex. General Motors
Family level (Brand Hierarchy)
aka range brand or umbrella brand
used in more than product category
corporate brand applied to a range of products
ex. Chevrolet
individual brand level
label for only one product category
ex. Frito’s chips
Modifier (Brand hierarchy)
designate specific item/model/version/configuration of product
Shows how brand variation relates to others in brand fam
Makes products more understandable/relatable
product description
helps understand product is/does
principle of growth
invest in market penetration or expansion vs. product development according to ROI opportunities
principle of survival
brand extensions must achieve brand equity in their categories
principle of synergy
brand extensions should enhance the equity of the parent brand
Guidelines for Brand Hierarchy Decisions
- decide on which products are to be introduced
- decide on the number of levels
- decide on the levels of awareness and types of associations to be created at each level
- decide how to link brands from different levels for a product
- decide how to link a brand across products
principle of simplicity
employ as few levels as possible
principle of clarity
logic and relationship of all brand elements employed myst be obvious and transparent
principle of relevance
create abstract associations that are relevant across as many individual items as possible
principle of differentiation
differentiate individual items and brands
principle of prominence
relative prominence of brand elements affects perceptions of product distance and type of image created for new products
principle of commonality
more common elements, stronger linkages
