Date post: | 12-Nov-2014 |
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Education |
Upload: | six-degrees |
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1
BRAND ARCHITECTURE
The relationship among brands in portfolio
The roles of brands in portfolio
Brand extension/growth opportunities
2
ARCHITECTURE IMPERATIVES
aspirations aspirations & &
growth growth strategiesstrategies
existing existing equitiesequities
market market clarityclarity
3
KEY BARRIERS TO CHANGE
Understanding the cost/benefit ratio
Employee loyalty to acquired entities
Different cultures across business units
Inertia
4
BRAND PORTFOLIO
MONOLITHIC
e.g., FedEx
COMPANY-CENTRIC
e.g., Xerox
SYMMETRICAL
e.g., Buick Aurora
ASYMMETRICAL
e.g., Bosch, Blaupunkt
BRAND-CENTRIC
e.g., Procter & Gamble
PORTFOLIO TYPES
5
BRAND ARCHITECTUREBrand roles in the portfolio:
• Strategic (e.g., Slate for Levi’s)
• Flanker (e.g., Basic for Marlboro)
• Silver Bullet (e.g., Viper for Dodge)
• Enticers (e.g., C-Class for Mercedes-Benz)
• Endorsers (FourPoints by Sheraton)
• Cash Cows (Lux for Unilever)
6
EXTENSION STRATEGIES Up to 4 of 5 new product launches fail
To reduce risk, 80% of new product launches are brand extensions
For both products and services, extensions into similar categories are most successful
The stronger the brand’s reputation, the more favorable the extension is received (for both products and services)
The riskier the category is viewed by customers, the more favorable the extension