Branch Architecture and Brand Portfolio Management and Structure

Download Branch Architecture and Brand Portfolio Management and Structure

Post on 30-Nov-2014

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Marketing

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Brand architecture considerations for managing a portfolio of brands and relationships between a corporate brand or parent brand with child brands and sibling brands with one another. Includes an analysis of basic brand relationship approaches and pros and cons for brand architecture choices.

TRANSCRIPT

  • 1. Brand Architecture Managing a Brand Portfolio and Brand Relationships
  • 2. Working with companies large and small 2
  • 3. By the author of Merriams Guide to Naming 3
  • 4. Brand architecture: Managing and organizing the type, number, relationships and purpose of brands 4 Key considerations: 1. How does my company brand relate to my product brands? How do they relate to one another? What is the best role for the company brand? 2. Are sub-brands and brand extensions the way to go? What are the options? 3. Do I have true brands that are delivering value to my company or do I have a collection of names? How can I tell which is which? 4. How many brands does my company need? What brands are strategically valuable and worthy of continued investment? 5. What drives consumer preferences? How do my customers buy? 6. What are the pros and cons of my current brand portfolio structure? How will future decisions impact it? 7. Would a change in my architecture give me an opportunity to dominate a market segment?
  • 5. Brand architecture options: Unitary structure 5
  • 6. Brand architecture options: Multiple unrelated brands 6
  • 7. Brand architecture options: Hybrid structure 7
  • 8. Which is the best brand architecture structure? It depends on strategic considerations: 8
  • 9. Which is the best brand architecture structure? It depends on strategic considerations: 9
  • 10. Many companies have a formal process for deciding what to name: Example 3M 10
  • 11. Further reading 11 The Name Game, Salon, http://www.salon.com/1999/11/30/naming/ The Science of Naming Brands, The Atlantic, http://www.theatlantic.com/business/archive/2011/05/the-science-of-naming-brands- from-ipad-to-ice-cream/238820/ Brand Naming, Fast Company, http://www.fastcompany.com/resources/marketing/post/060605.html The Problem with Bad Product Names, Engadget.com http://www.engadget.com/2011/11/11/editorial-the-problem-with-bad-product- names-and-what-we-can-le/ 8 Principles of Product Naming, Fast Company, http://www.fastcompany.com/1819418/the-8-principles-of-product-naming
  • 12. Thank you!
  • 13. Further reading 13 The Name Game, Salon, http://www.salon.com/1999/11/30/naming/ The Science of Naming Brands, The Atlantic, http://www.theatlantic.com/business/archive/2011/05/the-science-of-naming-brands- from-ipad-to-ice-cream/238820/ Brand Naming, Fast Company, http://www.fastcompany.com/resources/marketing/post/060605.html The Problem with Bad Product Names, Engadget.com http://www.engadget.com/2011/11/11/editorial-the-problem-with-bad-product- names-and-what-we-can-le/ 8 Principles of Product Naming, Fast Company, http://www.fastcompany.com/1819418/the-8-principles-of-product-naming
  • 14. About Merriam Associates Lisa Merriam has made a career of helping companies build and manage brands. Her expertise is focused on strategic brand development and managing strategy-based brand design including naming, logos, visuals systems, brand launch and implementation. She has been an independent consultant since 2003, serving large, well-known companies, as well as small, fast growth companies. Branding Expertise Naming Tagline development Brand strategy including brand story, attributes, positioning, and brand architecture Identity design including logos and design systems Copy writing (digital, traditional, and search engine optimized) and collateral design Web video production including man-on-the-street testimonials
  • 15. 15 Selected clients Canon Westfield Malls Kay Jewelers Jamba Juice Chevron Kirch & Co. Disney Live! Lancome ADP Chevron Ralph Lauren PwC Cablevision The Hartford Uganda/Focus on Africa Reed Elsevier Lexis Nexis Johnson & Johnson Unison Telecom BMW Land Rover US Navy SEAL Museum Geomentum Thomas Publishing YMCA Western Union European Space Agency Lip Fusion Cosmetics Kore Sportswear Kay Jewelers
  • 16. Lisa Merriam LDM@MerriamAssociates.com 917-596-8011