Brand Portfolio Strategy + architecture + archetypes

Question 1

What is the difference between brand purpose and brand promise?

Answer 1

Purpose= reason to exist

Promise=value created

Question 2

What is a good brand promise?

Answer 2

Specific, short & genuine

Question 3

What does the brand promise consist of/answer?

Answer 3

What value is offered?
To whom?
How is this value created?

Question 4

What should you avoid when setting the brand promise?

Answer 4

• Promising everything for everyone

- Being too vague and unspecific

Question 5

What does the brand promise answer?

Answer 5

‘why’, not ‘what’

Question 6

What challenges can brand strategy solve?

Answer 6

• Conceptualizing & design a new brand
• Growing & strengthening an existing brand
• Using a brand to expand business
• Organizing the internal relationships between multiple brands in a portfolio
• Collaborating with external brands
• -> mix of all of the above

Question 7

What are the different components to consider in a brand strategy?

Answer 7

• Innovation analysis
• Customer analysis
• Competitive landscape analysis
• Positioning
• Brand elements
• Touchpoints/brand experience
• Control position
• Portfolio considerations

Question 8

What is brand architecture?

Answer 8

The levels, linkage, and connections between different brands.
It is a structure that organizes the brand portfolio, by defining the roles & relationships among a company’s brands.

Question 9

What consideration can be made around brand architecture?

Answer 9

• Number of levels
• Awareness & associations to be created at each level
• How to link brands from different levels
• How to link a brand across products

Question 10

What different levels of brands in brand architecture?

Answer 10

1. Corporate brand
2. Commercial brand
3. Product line brand

Question 11

What are the different types of brand architecture?

Answer 11

• Branded House
• House of brands
• Hybrid

Question 12

What is a branded house?

Answer 12

An umbrella or master corporate brand

Ex: SONY

Question 13

What is a house of brands?

Answer 13

A collection of individual product/service brands

Ex: P&G

Question 14

What is a hybrid?

Answer 14

A partly corporate brand, partly individual product/service

Ex: Lexus/Toyota

Question 15

Name an example of a masterbrand, an endorsed brand an individual brand?

Answer 15

Masterbrand: Google
Endorsed: Marriott (hotels)
Individual: P&G

Question 16

Name 5 different brand architecture strategies and their characteristics

Answer 16

1) Product-brand strategy
=assignment of a particular name & positioning to one, and only one, product or product line
ex. Accor

2) Endorsing-brand strategy
= attaching the corporate brand to ALL lines & ranges
Ex. Néstlé

3) Unaligned/flexible umbrella strategy
= a single brand level, descriptive/code name for products. Limited/no brand coordination.
Ex. Mitsubishi

4) Aligned umbrella strategy
= a single brand level, descriptive/code name for products. High level of brand coordination.
Ex. Virgin

5) Double brand strategy
=TWO brand levels. High level of brand coordination.
Ex. YvesSaintLaurent

Question 17

Name the 6 archetypes mentioned by Leidenkrantx

Answer 17

1) Dominance
2) Freedom
3) Enjoyment
4) Belonging
5) Safety
6) Expertise

Question 18

Why do you want to use archetypes?

Answer 18

• Brand personality

- Brand positioning

Question 19

Which two ways can you position yourself with archetypes?

Answer 19

• personality

- Human needs

Question 20

Which are the fundamental human needs (archetypes)?

Answer 20

Liberty
Harmony
Closeness
Structure
Challenge
Excitement

Question 21

What is the risk with archetypes (human needs)?

Answer 21

Overemphasizing (too much/little, especially with single needs

Question 22

Give an example of a need-based repositioning and other repositionings?

Answer 22

Need-based: Volvo (safety to people)

Other: Nintendo (from excitement to closeness/family)