Download - BRANDS - Session 11-Brand Architecture-1
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Learning objectives
Portfolio structure
Roles within a portfolio Branding and sub-branding
strategies, including co-branding
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Brand Portfolio
Product defining rolesMaster brandsEndorsersSubbrandsDescriptorsProduct brandsUmbrella brandsBranded differentiators
Co-brandsDriver roles
Portfolio Roles Strategic brands Branded energizers Linchpin brands Silver bullets Flankers Cash cow brands
Brand Scope categories & subcategories Future scope
Portfolio Graphics Logo Visual presentation
BrandArchitecture
SynergyOptimalresourceallocation
LeverageExtend currentCreate for future
RelevanceAdapt to marketdynamicsCreate new
Strong brandsDifferentiatedEnergized
Clarity
Portfolio StructureGroupingHierarchy treesRange
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Product Defining Roles
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Master brand
The primary indicator in the
offering, e.g. 3M in 3M Accuribbon
Maruti in Maruti Zen
Tata in Tata Indica
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Endorser Brands
An established brand that provides
credibility and substance to theoffering of other brands through its
strategy, resources, values, heritage
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There are 4 types of
Endorsement
L i n k e d
a m e
h a d oE n d o r s e r
T o k e n
E n d o r s e r
t r o n
E n d o r s e r
E n d o r s e r o l e s
3M-Post It, Apple-iMAC, Britannia-Tiger
A Quality product of Hindustan Unilever
Lexus Toyota
Levi-Dockers
Big Mac, Mcmuffin, Mcnuggets, Mcpizza
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Example
Powerful Corporate Brands as Endorsers Nestle Kit Kat
Parle Frooti
Gillette Mach3
GE Lights, Appliances
Virgin Rail, Bride, Atlantic
Powerful Celebrity Names as Endorser
Brands Jordan Nike, After Shave
Paul Newman Pasta Sauce
Powerful Icons as endorser names
M
onet Shirts
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Sub-Brands
Sub-brands modify the associations of the
master brand in a specific product-marketcontext.
It attempts to create a brand significantly
different from the master brand by adding a
dimension, and thus be appropriate for a
segment.
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Examples: Sub-brands
Hot and Sweet
Zen
Regency
Laser jet
DairyM
ilk Macintosh
Carrera
Maggi
Maruti Hyatt
HP
Cadbury
Apple
Porsche
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Product brand Product offering of a master brand
and a subbrand Toyota Corolla
Or a master brand and a descriptor
Tata salt
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Umbrella brand
Defines a grouping of product offeringsunder a common brand. This can be a
more effective and appropriate vehicleto gain relevance, visibility anddifferentiation than individual productbrands
Microsoft Office (Word, Excel, Access,Powerpoint)
FedEx e-Business Tools (eShipping Tools,eCommerce Solutions, eCommerce
Builder)
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Driver role Reflects the degree to which a brand
drives purchase decision and defines
the use experience. Generally, the master brand is dominant
however, other elements can alsoinfluence decisions
Toyota Corolla
AcerFerrari
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Branded differentiators A brand or a sub-brand that defines
a feature, service, program,
ingredient which adds perceivedvalue to the offering
Ziploc Colorloc
Whirlpool CleanTopGodrej with G3
Tata-BP Formula VX 101
Jet Airways Jet Privilege Program
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Co-brands
Brands from different organizations
combine to create an offering in whicheach co-brand plays a driver role
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Examples
Pillsbury Brownie with Nestle
Chocolate
Jet-Visa-Citibank Credit Card
Shoppers Stop First Citizens Club-
HSBC Credit Card
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Co-branding is powerful
when Association of each brand is strong
and complementary
Purchase intention for a Consumer
Entertainment product:
Only Kodak: 20%Only Sony: 20%
Kodak and Sony: 80%
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Co-branding Positives
Cobranding must enhance the
new offering AND the originalbrands
Works best when:
Captures 2 or more sources of brand equity
Enhance value propositionIncrease point of differentiation
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Brand scope Leverage brand assets by extending
strong brands whose associations
will travel across product categories
Scope of a master brand can beextended by the use of subbrands
and cobrands, also as an endorser Must define potential intra-portfolio
relationships, migration paths, and
conflicts