Branding portfolios & Brand architecture

Question 1

Brand architecture

Answer 1

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

Question 2

Different types of brands (tape example)

Answer 2

1. Corporate brand (3M)
2. Commercial brand (Scotch)
3. Product line brand (Magic tape)

Question 3

Branded house

Answer 3

umbrella or master corporate brand

Question 4

House of brands

Answer 4

collection of individual product/service brands

Question 5

Hybrid

Answer 5

partly corporate brand, partly individual product/service brands

Question 6

Brand personality: Dominance

Answer 6

(self-confident leader, a forceful and decisive personality)
Roles: The ruler or the hero
Example: Mercedes commercial movie using lions

Question 7

Brand personality: Freedom

Answer 7

(a personality that needs energy and room to move, the rebel & challenger, dynamic aura)
Roles: the rebel, pioneer, creator
Example: Alfa romeo (using all clichéé in their commercials like fire,

Question 8

Brand personality: Enjoyment

Answer 8

(outgoing, playful, spontaneous personality)
Roles: the jester, the clown
Ex: Citroën commercials, playful and fun. Rainbow and balloons.

Question 9

Brand personality: Belogning

Answer 9

(being together, honest, warm and inclusive.)
Roles: friend, team-player, good mother
Example: Volvo Cars, protecting people. “A place where I feel at home”, together.

Question 10

Brand personality: Safety

Answer 10

(Taking you from a to b, make you feel safe by clichees. Careful, humble and considerate. Uncomplicated traditionalist)
Role: Considering
Example: Skoda

Question 11

Brand personality:Expertise

Answer 11

(Precision, sophisticated, competent, structure and analytic)
Role: Master, specialist, wise
Example: Lexus, associate with Ballet-dancer, movement, balance, stronger for control)