the offering, the point of reference. r eference. They may become the reason for cannabilization
• Benefit Brands – The benefit brand is a branded feature. – Example: Oral-B toothbrushes – PowerTip Bristles
• Co-Brands – Occurs when brands from different organizations combine to create an offering in which each plays a driver role. – Examples: Sony Erricsson
4
Brand Portfolio Structure • Brand Grouping: Grouping of brands that have a meaningful characteristics in common – Segment: Men or women – Product: Clothing,healthcare etc – Quality: Designer to premium – Design: classic or contemporary
5
Brand Portfolio Structure • Brand Hierarchy Tree: Brand family Colgate
Colgate Toothpaste
Classic
Colgate Toothbrush
Plus
Colgate Dental Floss
Colgate Mouth rinse
Precision
6
Brand Portfolio Structure • Brand Range: Kraft Products include : – Master brand products :Cheese, Mayonnaise, Salad dressing and Barbeque Sauce – Sub brands: Shake and Bake, Oscar Mayer, Post
7
Portfolio Graphics • Visual representations across brands and contexts: – Logo – Packages – Symbols – Product design
8
Brand Architecture Obj. • Create effective powerful brands • Allocate brand-building resources • Create Synergy • Achieve clarity of product offering • Provide a platform for future growth
9
Horizontal Extension
FIT
•Customers must be comfortable with the brand in the new setting. •Bases: product associates, ingredient, attribute, application, user, expertise, designer image.
ADDED VALUE
•The brand name alone should help customers articulate why the offering is superior to other brands.
ENHANCED BRAND EQUITY •The brand equity should be enhanced by the brand’s presence in another context -- not only from increased visibility but also from the associations generated.
10
Vertical Extension ADVANTAGES Product vitality
DISADVANTAGES A vertical stretch is particularly tricky because perceived quality is involved.
Risk to brand’s reputation & customer base Cannibalization To participate in a large & growing value market
Lack of credibility Competitor price wars 11
Brand Architecture Audit • Systematic way to identify problems or issues that merit further analysis. • List of questions to answer • First Stage: Business Analysis – What are the strategic initiatives? – What businesses and segments are important financially and strategically?
• Second Stage: 5 dimensions of brand architecture 12
Five Dimensions Dimension
Action Item
Brand Portfolio
Inventory existing brands and subbrands.
Portfolio Roles
Identify brands playing strategic roles (cash-cow, etc.)
Product-Market Context Roles
Look at use u se of subbrands, subbrands, branded branded benefits, co brands.
Bra Brand Por Portf tfol olio io Str Struc uctu ture re
Cre Create bran rand group roupin ing g or hiera ierarc rch hy tre tree.
Portfolio Graphics Graphics
Lay out a sample of the way that the brands are presented visually.
