brand architecture

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