Brand Strategy (incl portfolio & architecture)

Question 1

What benefits does brand strategy provide (According to Keller)?

Answer 1

• Creating brand equity
• Measuring brand equity.
• Defining how to use brand equity to expand the business opportunities.

Question 2

What main 5 activities does brand strategy consist of?

Answer 2

• Conceptualising and designing a new brand.
• Growing and strengthening an existing brand.
• Using a brand to expand business.
• Organising and connecting the internal brands into a portfolio.
• Collaborating with external brands.

Question 3

What are the 8 most important considerations to make when conducting brand strategy?

Answer 3

• Innovation analysis
• Customer analysis
• Competition analysis
• Positioning
• Brand elements
• Touch points/Brand experience
• Control position (legal)
• The portfolio

Question 4

What is brand architecture?

Answer 4

“The structure that organises the brand portfolio, by defining the roles and relationships among the company’s brands.”

Question 5

What are the three main firm categories in brand architecture?

Answer 5

• Branded house (using an umbrella/master corporate brand, i.e. Apple, Ericsson, Thermos).
• House of brands (A collection of individual brands, i.e. Nestlé, PepsiCo, Coca-Cola, P&G).
• Hybrid (Partly corporate brand, partly individual brands, i.e. Toyota/Lexus).

Question 6

What is the purpose of brand architecture?

Answer 6

“Leveraging and controlling how equity flows between the brands in the portfolio”