1PL 88Anu 8LLA1lCnSPl SLC18uM

Parl aLel 802

8ahll !aln 809
8ahul kansara 812
8uLura[ oLnls 814
Saransh ansarl 819
SmlL Chandan 830
8ashml ChaploL 831
lnLroducLlon lnLroducLlon
O 8rand archlLecLure descrlbes Lhe sLrucLural organlzaLlon
and relaLlonshlp of lLs brands
O !usL as archlLecL deslgn bulldlngs Lo meeL Lhe needs of
dlfferenL buslnesses markeLers deslgn Lhelr brand or
brands Lo meeL Lhe unlque needs and opporLunlLles of
cusLomers ln Lhe markeL place
O 1he reason LhaL brand archlLecLure ls useful for
companles because lL helps sorLs organlzes and allgn Lhe
resources needed Lo supporL each brand whlle also
helplng Lhe ouLllne relaLlonshlp amongsL dlfferenL brands
(assumlng a company has more Lhan one brand)
8rand ArchlLecLure 8rand ArchlLecLure
O 8rand archlLecLure organlzes and sLrucLures Lhe brand
porLfollo by speclfylng brand roles and Lhe naLure of
relaLlonshlps beLween brands and dlfferenL producL
markeL conLexLs
O WellsLrucLured and managed brand archlLecLure can
generaLe clarlLy synergy brand leverage raLher Lhan a
dlffused focus markeLplace confuslon and brand
bulldlng wasLe
O lL provldes framework for plannlng brand bulldlng
sLraLegles for dlfferenL cusLomers and markeL needs
8rand ArchlLecLure 8rand ArchlLecLure
O lnvesLmenL and resource allocaLlon declslons from
producL developmenL dlsLrlbuLlon channels Lo
markeLlng communlcaLlon ouLlays can be more clearly
ouLllned as well
O MarkeLlng and brand managemenL research over Lhe
years has produced a number of frameworks for
helplng companles deLermlne how Lo organlze and
bulld Lhelr brands and Lhey provlde helpful guldance for
plannlng brand bulldlng acLlvlLles
8rand ArchlLecLure 8rand ArchlLecLure
O 3 examples of brand archlLecLure are
l 1he brand relaLlonshlp specLrum
ll 1he brand hlerarchy
lll And a blended approach LhaL conLalns Lhe elemenL of
oLher Lwo
1he cholce of where a brand flLs ln a glven brand
archlLecLure depends on managemenL poslLlonlng
compeLlLlve condlLlons brand growLh ob[ecLlves and
cusLomer needs
8rand 8elaLlonshlp SpecLrum 8rand 8elaLlonshlp SpecLrum
Pouse of 8rands Pouse of 8rands
lL lnvolves an lndependenL seL of sLandalone brands each
maxlmlzlng Lhe lmpacL on a markeL
Lxample of C havlng many ma[or brands wlLh llLLle or
no llnk Lo C
negaLlve polnLs
1 Lconomles of scale and synergles (LhaL came from
leveraglng a brand across mulLlple buslness) ls
sacrlflced
2 1hose brands whlch cannoL sLand lnvesLmenLs
Lhemselves rlsk sLagnaLlon and decllne
3 lndlvldual brands Lend Lo have a narrow range
oslLlve polnLs (funcLlonal beneflLs oslLlve polnLs (funcLlonal beneflLs
and domlnaLlon of nlche markeL) and domlnaLlon of nlche markeL)
1 Avoldlng a brand assoclaLlon LhaL would be lncompaLlble wlLh
an offerlng
(example of 8udwelser assoclaLed wlLh beer LasLe wlLh
8udwelser cola)
2 Slgnallng breakLhrough advanLage of new offerlngs
(1oyoLas example of lnLroduclng Lhe separaLe Lexus name
and dlfferenLlaLlng lL from any predecessors aL 1oyoLa)
3 Cwnlng new producL class assoclaLlon by uslng a powerful
name LhaL reflecLs a key beneflL
(example of shampoo anLene enhanclng halr vlLallLy)
4 Avoldlng or mlnlmlzlng channel confllcL
(L'Creal reserves Lhe Lancome brand for deparLmenL and
speclalLy sLores LhaL would noL supporL a brand avallable ln
drug and dlscounL sLores)
Shadow Lndorser Shadow Lndorser
O A shadow endorser brand ls noL connecLed vlslbly Lo Lhe
endorsed brand buL many consumer know abouL Lhe
llnk
O lL provldes some of Lhe advanLages of havlng a known
organlzaLlon backlng Lhe brand whlle mlnlmlzlng any
assoclaLlon conLamlnaLlon
O lL communlcaLes LhaL Lhe organlzaLlon reallzes LhaL
shadow endorsed brand represenLs a LoLally dlfferenL
producL and markeL segmenL
Lndorsed 8rands Lndorsed 8rands
O Lndorsed brands are lndependenL brands buL Lhey are
also endorsed by anoLher brand usually an
organlzaLlonal brand
O lL provldes credlblllLy and subsLance Lo Lhe offerlng and
usually plays a mlnor drlver role (example of Cadbury
mars nesLle Lerry's walls and a conLrol whlch had no
endorsemenL endorsemenL really helps)
O Maklng Lhe endorser brands sLraLegy work lnvolves
undersLandlng Lhe dlsLlncLlon beLween an
organlzaLlonal brand and producL brand
1oken LndorsemenL 1oken LndorsemenL
O A varlanL of Lhe endorser sLraLegy ls a Loken brand
endorser usually a masLer brand lnvolved ln several
producLmarkeL conLexL whlch ls subsLanLlally less
promlnenL Lhan Lhe endorsed brand
O lL can be a logo llke nesLle wrlLLen on klLkaL bar
O lLs baslc role ls Lo provlde reassurance and credlblllLy
O lL wlll have lmpacL lf lL ls well known conslsLenL has a
vlsual meLaphor symbol and appears on famlly of
producLs LhaL are wellregarded
O MlsLake lf Lhe endorsemenL ls noL well known or well
regarded or lf Lhe endorsed brand ls well regarded and
does noL need endorsemenL
Llnked name Llnked name
O name wlLh common elemenLs creaLes a famlly of
brands wlLh an lmplled or lmpllclL endorser
(Mcuonalds 8lg Mac Mc Crlspy Mac Arabla here
Mc" llnks Lo Mcuonalds ln effecL creaLes an lmplled
Mcuonalds's endorser)
O A llnked name provldes Lhe beneflLs of a separaLe name
wlLhouL havlng Lo esLabllsh a second name from scraLch
and llnk lL Lo a masLer brand
Sub 8rands Sub 8rands
O Sub brands are brands connecLed Lo a masLer or a parenL
brand and augmenL or modlfy Lhe assoclaLlons of LhaL
masLer brand 1he masLer brand here ls Lhe prlmary frame of
reference whlch ls sLreLched by sub brands LhaL add
aLLrlbuLes assoclaLlons appllcaLlon assoclaLlon a slgnal of
breakLhrough newness a brand personallLy and even energy
O Cne role of sub brand s Lo exLend a masLer brand lnLo a
meanlngful new segmenL
O 1he llnk beLween a sub brands ls exLremely close Lhus a sub
brand has conslderable poLenLlal Lo affecL Lhe assoclaLlons of
LhemasLer brand
O lL can elLher be a 8lSk or an CC81unl1?
O MasLer brand here wlll have a ma[or drlver role
Sub brand as a co Sub brand as a co drlver drlver
O When boLh masLer brand and sub brand have ma[or
drlver roles lL ls consldered a codrlver slLuaLlon
usually for Lhls case Lhe masLer brand already has some
real credlblllLy ln Lhe producL class lL may be provldlng
presence vlslblllLy and aLLlLude
(CllleLLe and Mach3 example)
O Pere unless Lhe Lwo brands sLand for comparable
quallLy Lhe assoclaLlon mlghL Larnlsh Lhe more
presLlglous brand
8randed Pouse 8randed Pouse
O ln a branded house sLraLegy a masLer brand moves from belng a
prlmary drlver Lo a domlnanL drlver role across a mulLlple offerlngs
1he sub brandgoes from havlng a modesL drlver role Lo belng a
descrlpLor wlLh llLLle or no drlver role 1hls opLlon Lhls puLs a loL of
eggs ln a slngle baskeL whlch of course ls very as lL ls dlfflculL
Lo malnLaln a cool lmage or a quallLy poslLlon wlLh a large markeL
share lL can also llmlL Lhe flrmsablllLy Lo LargeL speclflc groups
compromlses musL be made Powever Lhe branded house
enhances clarlLy synergy and leverage and Lhus should be Lhe
defaulL brand archlLecLure opLlon
O lL ls much easler Lo undersLand and recall
Same 8rands wlLh dlfferenL ldenLlLles Same 8rands wlLh dlfferenL ldenLlLles
O 1wo assumpLlons
11here can be dlfferenL brand ldenLlLles and poslLlons ln
every conLexL desplLe Lhe common brand name (Lhough Lhe
use of dozen brand ldenLlLles
cause brand anarchy and ls reclpe for lneffecLlve and
lnefflclenL brand bulldlng)
21here ls a slngle brand ldenLlLy and poslLlon everywhere
even Lhrough Lhe lmposlLlon of a slngle brand ldenLlLy rlsks a
medlocre
compromlse LhaL ls lneffecLlve ln many of lLs conLexL
O 1here usually needs Lo be a llmlLed number of ldenLlLles LhaL
share common elemenLs and have dlsLlncLlons as well
Toward a Branded House Toward a House of Brand
Does tbe master brano
contrlbute to tbe otterlng by
aoolng:
|s tbere a compelllng neeo tor
a separate brano because lt
wlll:
W ssoclatlons enbanclng value
proposltlon ?
W Create ano own an
assoclatlon ?
W Creolblllty wltb organlzatlonal
assoclatlon ?
W Represent a new, oltterent
otterlng ?
W vlslblllty ? W volo an assoclatlon ?
W Communlcatlon ettlclencles ? W Retaln/capture customer
brano/bono ?
W Deal wltb Cbannel contllct
?
the naster brand be
strengthened by assocatng
wth the new offerng !
the busness support
a new brand nane !
SelecLlng Lhe 8rand SeparaLlon SelecLlng Lhe 8rand SeparaLlon
SelecLlng Lhe 8lghL oslLlon SelecLlng Lhe 8lghL oslLlon
O AssoclaLlons Lnhanclng Lhe value roposlLlon
eg Ck
O CredlblllLy wlLh CrganlzaLlonal AssoclaLlons
eg P
O vlslblllLy
O CommunlcaLlon Lfflclencles
eg CL
SelecLlng Lhe 8lghL oslLlon SelecLlng Lhe 8lghL oslLlon
O CreaLlng and Cwnlng an AssoclaLlon
O 8epresenLlng a new ulfferenL Cfferlng
O Avold an assoclaLlon
eg CM
O 8eLaln/CapLure a CusLomer/8rand 8ond
eg Schlumberger
O Avoldlng Channel ConfllcL
eg L'Creal
$electlng tbe Rlgbt Posltlon $electlng tbe Rlgbt Posltlon
O uoes MasLer 8rand conLrlbuLe Lo Lhe Cfferlng?
O Wlll Lhe MasLer 8rand be SLrengLhened?
O ls Lhere a Compelllng need for a separaLe 8rand?
O Wlll Lhe buslness supporL a new 8rand name?