Brand Architecture

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Transcript of Brand Architecture

Brand Architecture / Brand Extensions

Brand Architecture / Brand Extensions Brand Relationship Spectrum Brand Extensions2Family Versus Multiple BrandsMultiple (Individual) Brands To Avoid Conflicts in ChannelsTo Avoid Confusion Between SegmentsDifferent brand names if different target segments accessed via different channels and or productsSmeal Exec MBA - Mktg534-301 - Dr. R. Oliva11/11/2012(C) 2009, ISBM--Penn State283Why Create A New Brand?Creating/Opening a New CategoryEntering an Established Category with no Co-optable Brand Equity from another sourceOr, you want to separate this offering from that sourceEntering a category where clear differentiation from similar/Identical offerings is clearly neededOthers?Smeal Exec MBA - Mktg534-301 - Dr. R. Oliva11/11/2012(C) 2009, ISBM--Penn State34Basics of Brand Architecture: The Brand Relationship SpectrumAn organizing architectureCreating Brands is expensive/takes time.Not every offering is a brandOften better to add to a single brand, rather than proliferate brandsIngredient Branding: The power of multiple brands

Smeal Exec MBA - Mktg534-301 - Dr. R. Oliva11/11/2012(C) 2009, ISBM--Penn State4Brand Relationship SpectrumBranded HouseSub-BrandsEndorsed BrandsHouse of BrandsIndependent Brands, Each working in their own right, belonging to a Remote parent firmSmeal Exec MBA - Mktg534-301 - Dr. R. Oliva11/11/2012(C) 2009, ISBM--Penn State5House of BrandsShadow EndorserNot ConnectedTide (P&G)Accura (Honda)Touchstone (Disney)Independent Brands held by a remote parent companyNutrasweet (Searle)RCA (GE)Saturn (GM)Smeal Exec MBA - Mktg534-301 - Dr. R. Oliva11/11/2012(C) 2009, ISBM--Penn State67House of Brands (P&G)Targets Niche MarketsHighlights new offeringsAvoids incompatibilityAllows powerful names tied to benefitAvoids channel conflictShadow Endorser: A Known organization is backing this brandSmeal Exec MBA - Mktg534-301 - Dr. R. Oliva11/11/2012(C) 2009, ISBM--Penn State78In a House of BrandsThe key competency itself is often the creation, growth and Management of BrandsMore B-to-C than B-to-B: Most of the offering value is in the brand, and opposed to the product in use

TideArielIvoryCascade

Smeal Exec MBA - Mktg534-301 - Dr. R. Oliva11/11/2012(C) 2009, ISBM--Penn State8Brand Relationship SpectrumBranded HouseSub-BrandsEndorsed BrandsHouse of BrandsStrong Brands on their own, strengthened in a customer-relevant way by an association with the parent brandSmeal Exec MBA - Mktg534-301 - Dr. R. Oliva11/11/2012(C) 2009, ISBM--Penn State9Endorsed BrandsStrong Brands on their own-in their segment, strengthened by the master brandStrong EndorsementLinked NameToken/Remote EndorsementCourtyard by MarriottObsession by Calvin KleinWalkman by Sony

NesteaMcMuffinMaxPacksGrape Nuts from PostDockers, by LevisUniversal Pictures, a Sony CompanySmeal Exec MBA - Mktg534-301 - Dr. R. Oliva11/11/2012(C) 2009, ISBM--Penn State1011Endorsed BrandsIndependentCan provide Relevant Support Degree of relevant support determines level: Token, Linked Names, StrongCan Build Strength for both brands

Smeal Exec MBA - Mktg534-301 - Dr. R. Oliva11/11/2012(C) 2009, ISBM--Penn State11Brand Relationship SpectrumBranded HouseSub-BrandsEndorsed BrandsHouse of BrandsSeparate, Strong Brands tied to and synergistic with the parent brandSmeal Exec MBA - Mktg534-301 - Dr. R. Oliva11/11/2012(C) 2009, ISBM--Penn State12Sub-BrandsSeparate Brands tied to Master Brand, Sub-ordinate and SynergisticMaster Brand as DriverCo-DriversGillette Mach 3 (Powerful Product Brand)Sony TrinitronDuPont Stainmaster (Powerful Ingredient Brand) Buick LeSabreHP DeskjetPenn State Smeal (?)Smeal Exec MBA - Mktg534-301 - Dr. R. Oliva11/11/2012(C) 2009, ISBM--Penn State1314SubbrandsConnected directly to the master brand --modify the emotional takeaway or proposition.Substantial potential impact on the master brandCritical: Degree to which they Co-Drive the buying process/decision

Smeal Exec MBA - Mktg534-301 - Dr. R. Oliva11/11/2012(C) 2009, ISBM--Penn State14Brand Relationship SpectrumBranded HouseSub-BrandsEndorsed BrandsHouse of BrandsParent Brand Drives, products under it are named following their benefits or specificationsSmeal Exec MBA - Mktg534-301 - Dr. R. Oliva11/11/2012(C) 2009, ISBM--Penn State15Branded HouseSame IdentityDifferent IdentityBMWHealthy ChoiceVirginPenn State MBA (?)GE Capital, GE ApplianceNestle Coffee, MorselsLevis Europe/USParent Brand the driving Branding elementSmeal (?)Smeal Exec MBA - Mktg534-301 - Dr. R. Oliva11/11/2012(C) 2009, ISBM--Penn State1617A Branded HouseMaster Brand is driver across Multiple categoriesUnder 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. 530iX5750iLMoreBMW

Smeal Exec MBA - Mktg534-301 - Dr. R. Oliva11/11/2012(C) 2009, ISBM--Penn State1718Brand Separation CriteriaBranded House:Synergy in product lineCombined visibility and relevanceSingle brand visibility, concentration of resourcesHouse of Brands:Eclectic product mix Risky product categoriesChannel conflict potentialBusiness model supports creation of a brand Smeal Exec MBA - Mktg534-301 - Dr. R. Oliva11/11/2012(C) 2009, ISBM--Penn State18Introduction 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 forImplies a promise to customers from the organization members

Ex: Dominos PizzaWhy Brand Identity??To establish relationship between brand & customer

How??By generating value proposition involving:FunctionalEmotionalSelf Expressive benefitsThe Identity StructureB. Identity has Core & Extended Identities

Core IdentityRepresents 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 IdentityAssociations remain more constant as brand travels to new markets & pdts

Core lasts longEx: Bajaj Hamara Bajaj

B. Position , Communication strategies & also extended identity might change but core remains unchanged..Core IdentityCore identity follows from questions:

Soul of the brand?

Values that drive the brand

Core competencies

Organization behind the brand stand for..

Core IdentityShould include elements that makes brand unique & valuable

Should contribute to value propositionExtended IdentityIncludes elements that provide completeness to the brand

Important elements of brands marketing program be included

To add useful detail to complete the picture.