What is Brand Architecture?
Brand Architecture is the vehicle by which the brand team functions as a unit to create synergy, clarity and leverage.
Elements of Brand Architecture
Elements of Brand Architecture
Brand Portfolio
Portfolio Roles
Brand market context roles
Brand portfolio structure
Portfolio Graphics
Brand Portfolio
Denims Formal wear Women’s wear
Wrangler
Lee
Newport
Ruf n Tuf
Flying Machine
Casual wear
Wrangler
Lee
Newport
Ruf n Tuf
Flying Machine
THF
THF
Arrow
Excaliber
Bay Island
Bay Island
Wrangler
Lee
Flying Machine
THF
ARVIND BRANDS LTD.
Brand Portfolio
Relationships within a brand portfolioSingle brand across organization
Endorsed brands
House of brands
Brand Portfolio
Case : The Japanese Giants
Concept, practice and techniques of branding – very different from West
Successful brand is king, individual products and lines have often played second fiddle
Corporate logos Frequent purchasing and ever shifting trends in
Japanese society – shorter PLC’s Quick turnover Not enough time to develop
individual brand identities
Case : The Japanese Giants
Solution – Attach them to corporate entities Examples
Sony
Yamaha
Corporate name instantly provides authentication to the product.
Winds of change after 1990’s Less spending on product development, instead
sustenance & promotion of established products. Example – PS2
Elements of Brand Architecture
Brand Portfolio
Portfolio Roles
Brand market context roles
Brand portfolio structure
Portfolio Graphics
Portfolio Roles
Strategic brandsSlate & Levis
TCS & TATA
Linchpin brandsPark Avenue & Raymonds’s
Portfolio Roles
Silver BulletThink Pad & IBM
Forhans’s Flouride & Forhans’
Cash cow brandMarico - Parachute
Elements of Brand Architecture
Brand Portfolio
Portfolio Roles
Brand market context roles
Brand portfolio structure
Portfolio Graphics
Brand market context roles
Endorser and sub brands rolesGillette Sensor
Cadbury Bournvita Benefit brands
Gillette & Oral B
Diet Coke Driver role
Cadbury’s – CDM and Bournvita
Nirma washing powdwer
Brand market context roles
Elements of Brand Architecture
Brand Portfolio
Portfolio Roles
Brand market context roles
Brand portfolio structure
Portfolio Graphics
Brand Portfolio Structure
Brand groupings
J & J - Segment( Infant Care and Intimate Feminine Care)
Product (Healthcare and Pharmaceuticles)
Design (Classic and Contemporary
Brand hierarchy trees
Brand range
Elements of Brand Architecture
Brand Portfolio
Portfolio Roles
Brand market context roles
Brand portfolio structure
Portfolio Graphics
Portfolio Graphics
Logo
Visual presentations
Characteristics of the ideal brand portfolio
Analogy between the ideal brand portfolio and football
Characteristics of the ideal brand portfolio
Fits the company’s future vision and destination Prioritizes markets and key segments Efficiently covers those priority segments Ruthlessly prunes out those that do not fit Fills gaps through new or extended brands and
acquisitions.
Case : Allied Domecq
Major mistakes in portfolio management
Too many brands in too many segments: there may be too many brands in relation to consumer needs, retailer space and company ability to promote
Duplication and overlap Gaps in priority market segments Inefficiencies in operations and the supply chain Diffused and therefore ineffective resource allocation.
Major mistakes in portfolio management
Returning to the analogy
Why managing a brand portfolio is Important
Resource
Efficiency
Leverage
Clarity
Why managing a brand portfolio is Important
GrowthClear prioritization of future focus by major market
Prioritization by brand and product
Concentration of spend on priority market, brands and products
Operational cost savings through simplified business
Disposal of brands which don’t fit
Gap filling by product development and acquisition
What to do?
Prioritizing segments
Use consistent segment definitions across countries
Case : Unilever
Realize brand value Leverage for growth
DOVE
Harvest or Divest
Q - Tips
Renew brand franchise
Groom & Clean
High
Low
Bra
nd P
ower
Economic Power Low High
Examples of portfolio analysis
BCG Matrix
Analyzing Brand Maruti
Star – Zen
Question mark – Swift
Cash Cow – Maruti 800
Dog – Baleno
Examples of portfolio analysis
Quantified Portfolio Analysis
Conclusion
Newly merged firms
General motors – Saab, Alfa Romeo, Hummer
Ford motors – Volvo, Land rover, Jaguar
Creating “master” brands
Struggling Brand Managers
Remove a Brand without losing disproportionate profitability
To reposition a brand or to create a new brand Will a brand help in entering new markets with
advantage over competitors Regional or local brands