A unique and international portfolio of 32 complementary brands. Brand architecture is defined as the logical, strategic and relational structure for all brands in the portfolio endorsed brands are often seen as fitting in between these two approaches, where a master brand is paired with a brand that is lower on the brand hierarchy (eg, honda accord, courtyard by. It is the marketing strategy of giving each product in a portfolio its own unique brand name the advantage of individual branding is that each product has an image and identity that is unique the disadvantage are difficulty, complexity & expense involved in developing separate marketing programs to build. Guiding clients towards a properly-defined brand future involves first clarifying, then strategizing: clarify 1 what is the existing brand hierarchy system now 2 should it be branded strategize 3 is the portfolio being optimized 4 how big a role does it play what is the relationship with parent brand 5.
A portfolio brand architecture keeps separate identities for many or all of its brands if there is sufficient marketing support for individual brands, if it is believed the parent does not provide any brand equity that would benefit the individual brands, or if it is necessary for tax, legal or other reasons procter & gamble manages a. Brand architecture is the structure of brands within an organizational entity and a brand portfolio is used to encompass all these entities under one umbre. Specific brands and the relationship between sub-brands this paper discusses the brand building process for the new enterprises to gain competitive advantage methodology/approach: the paper discusses the relevance of hierarchy of brands, and the role of brand audit to manage the brand portfolio of a firm emerging in. When large businesses operate under multiple different brands, services and companies, a brand portfolio is used to encompass all these entities under one umbrella often, each of these brands has its own separate trademarks and operates as an individual business entity however, for marketing purposes, a brand.
Brands at each level of the hierarchy contribute to the overall equity of the portfolio through their individual ability to make consumers aware of the various products and foster favorable associations with them at the same time, though, each brand should have its own boundaries it can be dangerous to try to cover too much. Noté 00/5: achetez brand portfolio strategy: creating relevance, differentiation, energy, leverage and clarity de david aaker: isbn: 9780743249386 sur amazonfr, des millions de livres livrés chez vous en 1 jour.
The brand portfolio refers to an umbrella under which all the brands or brand lines of a particular firm functions to serve the needs of different market segments in simple words, brand portfolio encompasses all the brands offered by a single firm for sale to cater the needs of different groups of people. Full-text paper (pdf): conceptual analysis of brand architecture and relationships within product categories the managerial implications for marketing management and the impact of architecture on the brand hierarchy are also analysedjournal of brand ing structure of the brand portfolio that.
In terms of overarching brand architecture, when local brands remain undisturbed even after an acquisition, they do not form a part of the master architecture of the corporate brand they are generally the fourth or fifth level in the architecture hierarchy operating at a local level majority of global organisations have a portfolio. What is brand architecture brand architecture expresses the hierarchy, linkages , and roles of brands within the portfolio it provides rules for naming assets in the brand portfolio and specifies the relationships among them brand strategy strategy brand architecture architecture brand expression expression audit/. Brand architecture is the structure of brands within an organizational entity it is the way in which the brands within a company's portfolio are related to, and differentiated from, one another the architecture should define the different leagues of branding within the organization how the corporate brand and sub- brands relate. This research aims to clarify the nature of the links between brand architecture and brands portfolio although these two themes have been the focus of significant research, the question of a link between the two concepts has not truly been asked and yet the major role of brands raises the question of brand optimisation and.
Includes all the brands & subbrands attached to product-market offerings, including co-brands with other firms portfolio roles •strategic brands •linchpin brands •silver bullets •cash cow brands brand architecture brand portfolio structure •brand groupings •brand hierarchy trees •brand range portfolio graphics •logo. Brand architecture strategy addresses how best to structure the brand portfolio ( organizing principle + hierarchy) what the optimal externally-facing relationship is among offers and the corporation and which entities should be branded (vs merely named) this helps customers navigate the portfolio more easily and better. Video created by ie business school for the course brand and product management at the end of this module, you will be able to: map your brand portfolio to maximize its value to support growth 2000+ courses from schools like stanford and yale.
How should you structure and manage a portfolio of brands a look at two approaches to brand architecture. Brand hierarchy or brand architecture is the structuring of brands within an organisation's portfolio, how they relate to and differentiate from each other. Apple has been revealed as owning the world's most valuable brand portfolio, despite this value predominately residing in one master brand by contrast, drawing on 539 individual brands, nestlé is sitting on a $666 billion portfolio the latest top 100 list therefore illustrates the benefits of both the master.
Brand assets platforms for future growth options portfolio roles strategic brands linchpin brands silver bullets cash cow brands brand portfolio structure brand groupings brand hierarchy trees brand range portfolio graphics logo visual presentation brand portfolio brand. A brand portfolio is defined as every brand a company sells within a given product category after choosing your company, remember that some firms sell the same category of products (the example given was laundry detergent) under multiple brand names that way, the company might still do well in that market even if. Learn about brand architecture which optimises hierarchy and roles of brands within a portfolio in support of business strategy.