Professional Documents
Culture Documents
Brand Management
MK542E
Brand Architecture
Chapter Overview
Overview
What brand architecture or brand structure is?
Different branding approaches
How to choose an appropriate brand strategy?
Environmental pressure on branding
Learning Objectives
Appreciate the concept of brand structure
Select an appropriate brand branding approach
Examine the growth of licensing and strategic alliances in branding
Examine brand structure in international markets
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Introduction
With more targeted marketing, it has become
More complex
Global
Dynamic
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Therefore, brand portfolio deals with both the internal and external environments
Brand portfolio influences (CIM, 2003)
R&D
Marketing resources
Cost efficiency
Growth, etc.
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The objectives for individual brand are tied together into an overall plan, which will
include any changes to the roster, brand architecture and resource allocation
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Brand Hierarchy - 1
Six brand naming strategies
Corporate brand name
Company names across virtually all their product range
Shell, Kellogs , Total
Brand Hierarchy - 2
Mono brands
Independent brands
Proctor & Gamble (Ariel)
Virtual Brands
Used to identify variants of products
???
Description
Used to describe a variant of a product with description
Knorr beef stock cubes
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Brand Hierarchy - 3
Monolithic structures
Organizations using one name and
one visual style
Endorsed structure
Corporate identity used in association
with name of subsidiary /brand
Corporate dominant
Mixed brands
Brand dominant
Branded identities
Totally different brand names and visual styles
Mono brands
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Corporate-dominant structure
Product-dominant structure
Hybrid brand structure
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Anti-globalization movements
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Case Study
Brand Strategy Positions Products Worldwide
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http://www.youtube.com/watch?v=-P-2hDG5kKk
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dildar.hussain@esc-rennes.fr
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