5/14/2013

Dr. Anita Goyal, ML 1

Brand Architecture
Dealing with Brand Architecture
How to call new products?
Need for one brand or brand levels? Need for one brand or brand levels?
How much visibility to the corporate
name?
Link between corporate name and product
names? names?
Should same architecture apply around
the world?
5/14/2013
Dr. Anita Goyal, ML 2
Product brand strategy
Company X Company X
Brand A Brand B Brand C
Product A Product B Product C
Positioning A Positioning B Positioning C
Line brand strategy
Company X Company X
Brand C
Line C
Positioning C
5/14/2013
Dr. Anita Goyal, ML 3
Range brand strategy
Brand
Brand Concept
Product A Product B Product C Product D
Umbrella brand strategy
Brand
Product A Product B Product C Product D
Claim A Claim B Claim C Claim D
5/14/2013
Dr. Anita Goyal, ML 4
Source brand strategy
Parent / Source
Brand Brand
Brand A Brand B Brand C
Promise A Promise B Promise C
Product A/
line A
Product B/
line B
Product C/
line C
Endorsing brand strategy
Promise A Promise B Promise C
Product or
Range A
Product or
Range B
Product or
Range C
Brand A Brand B Brand C
Promise A Promise B Promise C
Endorsing
Brand
Brand A Brand B Brand C