204295797 Brand Architecture

8/17/2019 204295797 Brand Architecture

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SUBMITTED by-

Rajas R Prabhu

REG NO. 150901090

BACHEORS O! BUSINESS ADMINISTRATION

UNDER THE GUIDANCE O!

DR. SUNISHTHA DHA"A

ASSISTANT PRO!ESSOR

SCHOO O! BUSINESS AND COMMERCE

MANIPA UNI#ERSIT$ %AIPUR

Brand Architecture / Extention


2/27

2

Family Versus Multiple Brands

• Multiple (Individual) Brands

– To Avoid Conficts in Channels

–To Avoid Conusion BetweenSegments

– Dierent brand names i dierent

target segments accessed viadierent channels and or

products


3/27

3

hy !reate A "e# Brand$

• !reatin%/&penin% a "e# !ate%ory'• Enterin% an Estalished !ate%ory #ith no

!ooptale Brand E*uity +rom another

source• &r, you #ant to separate this o-erin%

+rom that source• Enterin% a cate%ory #here clear

di-erentiation +rom similar/Identicalo-erin%s is clearly needed• &thers$


4/27

.

Basics o+ Brand Architecture 0heBrand 1elationship pectrum

• An organizing architecture

• Creating Brands isexpensiveta!es time"

• #ot ever$ oering is a brand

• %ten better to add to a singlebrand& rather than prolierate

brands• '(ngredient Branding)*

The power o multiple brands+


5/27

Brand

1elationshippectrum

Brand

1elationshippectrum

Brandedouse

Brandedouse

uBrands

uBrandsEndorsedBrands

EndorsedBrands

ouse o+Brands

ouse o+Brands

Independent Brands, Each #or4in% in their o#n ri%ht, elon%in%to a 51emote6 parent 7rm


6/27

ouse o+Brands

ouse o+Brands

hado#Endorser

hado#Endorser

"ot!onnected

"ot!onnected

0ide (89:)

Accura (onda) 0ouchstone (;isney)

Independent Brands heldy a remote parentcompany

"utras#eet (earle)

1!A (:E)aturn (:M)


7/27

<

ouse o+ Brands (89:)

• 0ar%ets "iche Mar4ets

• i%hli%hts ne# o-erin%s

• Avoids incompatiility

• Allo#s po#er+ul names tied to ene7t

• Avoids channel con=ict

• hado# Endorser 5A >no#n or%ani?ation

is ac4in% this rand6


8/27

@

In a 5ouse o+ Brands6

• 0he 4ey competency itsel+ iso+ten the creation, %ro#th and

Mana%ement o+ Brands• More Bto! than BtoB Most o+

the o-erin% value is in the rand,and opposed to the product inuse'

0ide Ariel Ivory !ascade


9/27

Brand

1elationshippectrum

Brand

1elationshippectrum

Brandedouse

Brandedouse

uBrandsuBrandsEndorsedBrands

EndorsedBrands

ouse o+Brands

ouse o+Brands

tron% Brands on their o#n, stren%thened in acustomerrelevant #ay y an association #ith theparent rand


10/27

Endorsed

Brands

Endorsed

Brands

tron% Brands on theiro#nin their se%ment,stren%thened y themaster rand

tron%Endorsemen

t

tron%Endorsemen

t

in4ed"ame

in4ed"ame

0o4en/1emote

Endorsement

0o4en/1emote

Endorsement!ourtyard yMarriott

&session y !alvin>lein

al4man y ony

"estea

McMun

Max8ac4s

:rape "uts +rom8ost

;oc4ers, y eviCs

Dniversal 8ictures, aony !ompany


11/27


12/27

Brand

1elationshippectrum

Brand

1elationshippectrum

Brandedouse

Brandedouse


EndorsedBrands

ouse o+Brands

ouse o+Brands

eparate, tron% Brands tied to and syner%istic #ith the parent rand


13/27

u

Brands

u

Brands

eparate Brands tiedto Master Brand, uordinate andyner%istic

Master

Brand as;river

MasterBrand as

;river

!o;rivers!o;rivers

:illette Mach 3 (8o#er+ul8roduct Brand)

ony 0rinitron

;u8ont tainmaster

(8o#er+ul In%redientBrand)

Buic4 eare

8 ;es4Get

8enn tate meal ($)


14/27

.

urands

• !onnected directly to the masterrand modi+y the emotionalta4ea#ay or propositionH

•

ustantial potential impact on themaster rand• !ritical ;e%ree to #hich they 5!o

;rive6 the uyin% process/decision


15/27

Brand

1elationshippectrum

Brand

1elationshippectrum

Brandedouse

Brandedouse


EndorsedBrands

ouse o+Brands

ouse o+Brands

8arent Brand ;rives, products under it are named +ollo#in%their ene7ts or speci7cations


16/27

Branded

ouse

Brandedouse

ameIdentity

ameIdentity

;i-erentIdentity

;i-erentIdentity

BM

ealthy !hoice

Vir%in

8enn tate MBA ($)

:E !apital, :EAppliance

"estle !o-ee, Morsels

evis Europe/D

8arent Brand thedrivin% Brandin%element

meal ($)


17/27

<

A Branded ouse'

• Master Brand is driver across Multiplecate%ories

• Dnder that primarily 58roduct;escriptors6/ i%hly descriptivetrademar4sH

• Master rand should e in a position to

add to and e stren%thened y allthe 7rms o-erin%sH

3Ji K


18/27

@

Brand eparation !riteria'

Branded ouse

• yner%y in productline

• !omined visiilityand relevance

• in%le rand

visiility,concentration o+resources

ouse o+ Brands• Eclectic product mix• 1is4y product

cate%ories• !hannel con=ict

potential• Business model

supports creation o+a rand


19/27

Introduction

• 8ersons identity serves to providedirection, purpose 9 meanin% +orthat person

• imilarly Brand identity providesdirection, purpose 9 meanin% to the

rand

• !entral to randCs strate%ic visionHH


20/27

Meanin%

• It is the uni*ue set o+ rand associationsthat a rand strate%ist aspires to create ormaintain

• Associations represents

• hat rand stands +or

•

Implies a promise to customers +rom theor%ani?ation memers

• Ex ;ominos 8i??a


21/27

hy Brand Identity$$

• 0o estalish relationship et#een rand 9customer

• o#$$• By %eneratin% value proposition

involvin%

•

Functional• Emotional

• el+ Expressive ene7ts


22/27

0he Identity tructure

• BH Identity has !ore 9 ExtendedIdentities


23/27

!ore Identity

• 1epresents timeless essence o+ rand

• Analo%y center that remains a+ter you

peel a#ay onion layers

• Ex 0ata trust, *uality

• !entral oth to meanin% 9 success o+randsHH


24/27

!ore Identity

• Associations remain more constant asrand travels to ne# mar4ets 9 pdts

• !ore lasts lon%

• Ex BaGaG amara BaGaG

• BH 8osition , !ommunication strate%ies9 also extended identity mi%ht chan%eut core remains unchan%edHH


25/27

!ore Identity

• !ore identity +ollo#s +rom *uestions

• oul o+ the rand$

• Values that drive the rand

• !ore competencies

• &r%ani?ation ehind the rand stand +orHH


26/27

!ore Identity

• hould include elements that ma4esrand uni*ue 9 valuale

• hould contriute to valueproposition'


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Extended Identity

• Includes elements that providecompleteness to the rand

• Important elements o+ randsmar4etin% pro%ram e included

• 0o add use+ul detail to complete thepicture'H

Documents

204295797 Brand Architecture