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    Brand Architecture

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    Girish Jethani
    1) The document discusses different brand architecture strategies including a house of brands, endorsed brands, sub-brands, and a branded house. 2) It explains the different levels of connection between a master brand and sub-brands, ranging from no connection to strong endorsement. 3) Core brand identity represents the essence of a brand that remains constant over time, while extended identity adds useful details that complete the brand's marketing program.

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    Brand Architecture

    Uploaded by

    Girish Jethani
    173 views27 pages
    1) The document discusses different brand architecture strategies including a house of brands, endorsed brands, sub-brands, and a branded house. 2) It explains the different levels of connection between a master brand and sub-brands, ranging from no connection to strong endorsement. 3) Core brand identity represents the essence of a brand that remains constant over time, while extended identity adds useful details that complete the brand's marketing program.

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    1) The document discusses different brand architecture strategies including a house of brands, endorsed brands, sub-brands, and a branded house. 2) It explains the different levels of connection between a master brand and sub-brands, ranging from no connection to strong endorsement. 3) Core brand identity represents the essence of a brand that remains constant over time, while extended identity adds useful details that complete the brand's marketing program.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    173 views27 pages

    Brand Architecture

    Uploaded by

    Girish Jethani
    1) The document discusses different brand architecture strategies including a house of brands, endorsed brands, sub-brands, and a branded house. 2) It explains the different levels of connection between a master brand and sub-brands, ranging from no connection to strong endorsement. 3) Core brand identity represents the essence of a brand that remains constant over time, while extended identity adds useful details that complete the brand's marketing program.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 27

    Brand Architecture / Brand Extensions

    Brand Relationship Spectrum Brand Extensions

    Family Versus Multiple Brands Multiple (Individual) Brands


    To Avoid Conflicts in Channels To Avoid Confusion Between Segments

    Different brand names if different target segments accessed via different channels and or products

    Why Create A New Brand?


    Creating/Opening a New Category Entering an Established Category with no Cooptable Brand Equity from another source Or, you want to separate this offering from that source Entering a category where clear differentiation from similar/Identical offerings is clearly needed Others?

    Basics of Brand Architecture: The Brand Relationship Spectrum


    An organizing architecture Creating Brands is expensive/takes time. Not every offering is a brand Often better to add to a single brand, rather than proliferate brands Ingredient Branding: The power of multiple brands

    Brand Relationship Spectrum

    House of Brands

    Endorsed Brands

    Sub-Brands

    Branded House

    Independent Brands, Each working in their own right, belonging to a Remote parent firm

    Independent Brands held by a remote parent company House of Brands

    Not Connected

    Shadow Endorser
    Tide (P&G) Accura (Honda) Touchstone (Disney)

    Nutrasweet (Searle) RCA (GE) Saturn (GM)

    House of Brands (P&G)


    Targets Niche Markets Highlights new offerings Avoids incompatibility Allows powerful names tied to benefit Avoids channel conflict Shadow Endorser: A Known organization is backing this brand

    In a House of Brands
    The key competency itself is often the creation, growth and Management of Brands More B-to-C than B-to-B: Most of the offering value is in the brand, and opposed to the product in use

    Tide
    8

    Ariel

    Ivory

    Cascade

    Brand Relationship Spectrum

    House of Brands

    Endorsed Brands

    Sub-Brands

    Branded House

    Strong Brands on their own, strengthened in a customer-relevant way by an association with the parent brand

    Endorsed Brands

    Strong Brands on their ownin their segment, strengthened by the master brand

    Token/Remote Endorsement
    Grape Nuts from Post Dockers, by Levis Universal Pictures, a Sony Company

    Linked Name

    Strong Endorsement
    Courtyard by Marriott Obsession by Calvin Klein Walkman by Sony

    Nestea
    McMuffin MaxPacks

    Endorsed Brands
    Independent Can provide Relevant Support Degree of relevant support determines level: Token, Linked Names, Strong Can Build Strength for both brands

    11

    Brand Relationship Spectrum

    House of Brands

    Endorsed Brands

    Sub-Brands

    Branded House

    Separate, Strong Brands tied to and synergistic with the parent brand

    SubBrands
    Co-Drivers
    Gillette Mach 3 (Powerful Product Brand) Sony Trinitron DuPont Stainmaster (Powerful Ingredient Brand)

    Separate Brands tied to Master Brand, Sub-ordinate and Synergistic

    Master Brand as Driver


    Buick LeSabre HP Deskjet Penn State Smeal (?)

    Subbrands
    Connected directly to the master brand -modify the emotional takeaway or proposition. Substantial potential impact on the master brand Critical: Degree to which they Co-Drive the buying process/decision

    14

    Brand Relationship Spectrum

    House of Brands

    Endorsed Brands

    Sub-Brands

    Branded House

    Parent Brand Drives, products under it are named following their benefits or specifications

    Branded House
    Different Identity
    GE Capital, Appliance Nestle Coffee, Morsels Levis Europe/US GE

    Parent Brand the driving Branding element

    Same Identity

    BMW
    Healthy Choice Virgin Penn State MBA (?)

    Smeal (?)

    A Branded House
    Master Brand is driver across Multiple categories Under that primarily Product Descriptors/ Highly descriptive trademarks. Master brand should be in a position to add to and be strengthened by all the firms offerings.
    BMW

    530i
    17

    X5

    750iL

    More

    Brand Separation Criteria


    Branded House: Synergy in product line Combined visibility and relevance Single brand visibility, concentration of resources House of Brands: Eclectic product mix Risky product categories Channel conflict potential Business model supports creation of a brand

    18

    Introduction
    Persons identity serves to provide direction, purpose & meaning for that person Similarly Brand identity provides direction, purpose & meaning to the brand

    Central to brands strategic vision..

    Meaning
    It is the unique set of brand associations that a brand strategist aspires to create or maintain Associations represents: What brand stands for Implies a promise to customers from the organization members Ex: Dominos Pizza

    Why Brand Identity??


    To establish relationship between brand & customer How?? By generating value proposition involving: Functional Emotional Self Expressive benefits

    The Identity Structure


    B. Identity has Core & Extended Identities

    Core Identity
    Represents timeless essence of brand Analogy: center that remains after you peel away onion layers Ex: Tata trust, quality Central both to meaning & success of brands..

    Core Identity
    Associations remain more constant as brand travels to new markets & pdts Core lasts long Ex: Bajaj Hamara Bajaj B. Position , Communication strategies & also extended identity might change but core remains unchanged..

    Core Identity
    Core identity follows from questions: Soul of the brand?

    Values that drive the brand


    Core competencies Organization behind the brand stand for..

    Core Identity
    Should include elements that makes brand unique & valuable Should contribute to value proposition

    Extended Identity
    Includes elements that provide completeness to the brand Important elements of brands marketing program be included

    To add useful detail to complete the picture.

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