PRESENTATION

NANDANA ZUBAIR

Introduction

Market place is now chan in ! Brand "ana ers now #ace "arket #ra "entation$ channel d%na"ics$ lo&al realities and &usiness en'iron"ents that ha'e drasticall% chan ed their task$ and then there is also the cost #actor which #orces a "ana er to le'era e &rand assets in parts! To cope up with these pressures and co"ple(ities$ &rand "ana ers ha'e had to create and "ana e &rand tea"s that are o#ten intricate and co"ple($ in'ol'in su& &rands and endorsed &rands! This leads us to a new discipline called )&rand architecture*

Brand architecture
Brand architecture is an or ani+in structure o# the &rand port#olio that speci#ies &rand roles and the nature o# relationships &etween &rands! A coherent &rand architecture can lead to impact, clarity, synergy and leverage rather then than "arket con#usion$ waste and "issed opportunities! A tool was introduced in &rand architecture to e"plo% with insi ht and su&tlet%$ su& &rands and endorsed &rands$ called brand relationship spectrum

Brand relationship spectru"

The &rand relationship spectru" is related to the role that &rands pla%! This dri'er role re#lects the de ree to which a &rand dri'es the purchase decision and use e(perience ,hen a person is asked )what &rand did %ou &u%-* the answer the% i'e will &e the &rand that had pri"ar% dri'er role responsi&ilit% #or the decision! The &rand relationship spectru" reco ni+es that these options de#ine a continuu" that in'ol'es #our &asic strate ies and nine su& strate ies! The position on the spectru" re#lects the de ree to which &rands are separated in strate % e(ecution and$ ulti"atel%$ in the custo"er.s "ind!

/read the i"portance o# su& &rands and endorsed &rands #ro" notes0

Brand relationship spectru"

Branded house

Different 1 brands Same identity

Read example s from the notes!

2!A house o# Brands

It in'ol'es an independent set o# stand 3 alone &rands$ each "a(i"i+in the i"pact on a "arket! E(a"ple o# P45 6 ha'in "an% "a7or &rands with little or no link to P45 Ne ati'e points6 2! econo"ies o# scale and s%ner ies /that ca"e #ro" le'era in a &rand across "ultiple &usinesses0 is sacri#iced 8! Those &rands which can not stand in'est"ents the"sel'es risk sta nation and decline 9! Indi'idual &rands tend to ha'e a narrow ran e

Positi'e points6 /#unctional &ene#its and do"ination o# niche se "ents0 2! A'oidin a &rand association that would &e inco"pati&le with an o##erin /e(a"ple o# &udweiser:associated with &eer taste$ with &udweiser cola0 8! Si nalin &reakthrou h ad'anta es o# new o##erin s /to%ota;s e(a"ple o# introducin the separate <e(us na"e and di##erentiatin it #ro" an% predecessors at to%ota0 9! Owin a new product class association &% usin a power#ul na"e that re#lects a ke% &ene#it /e(a"ples o# sha"poo6 head and shoulders:dandru## control sha"poo$ pantene:enhancin hair 'italit%0 =! A'oidin or "ini"i+in channel con#licts /<;Oreal reser'es the <anco"e &rand #or depart"ent and specialt% stores that would not support a &rand a'aila&le in dru and discount stores0

Shadow endorser
A shadow endorser &rand is not connected 'isi&l% to the endorsed &rand &ut "an% consu"ers know a&out the link! It pro'ides so"e o# the ad'anta es o# ha'in a known or ani+ation &ackin the &rand$ while "ini"i+in an% association conta"ination! It co""unicates that the or ani+ation reali+es that shadow 3 endorsed &rand represents a totall% di##erent product and "arket se "ent!

/e(a"ple o# a restrurant0

8!

Endorsed &rands

Endorsed &rands are independent &rands &ut the% are also endorsed &% another &rand$ usuall% an or ani+ational &rand! It pro'ides credi&ilit% and su&stance to the o##erin and usuall% pla%s a "inor dri'er role /e(a"ple o# >ad&ur%$ "ars$ nestle$ terr%;s$ walls and a control which had no endorse"ent: endorse"ent reall% helps0 Makin the endorser &rands strate % work in'ol'es understandin the distinction &etween an or ani+ational &rand and product &rand!

Token endorser

A 'ariant o# the endorser strate % is a token &rand endorser$ usuall% a "aster &rand in'ol'ed in se'eral product:"arket conte(t$ which is su&stantiall% less pro"inent than the endorsed &rand! It can &e a lo o$ like nestle written on ?itkat &ar! Its &asic role is to pro'ide reassurance and credi&ilit% It will ha'e i"pact i# it is well known, consistent, has a visual metaphor symbol and appears on family of products that are well-regarded! Mistake6 i# the endorse"ent is not well known or well re arded or i# the endorsed &rand is well re arded and does not need endorse"ent!

<inked na"e
Na"e with co""on ele"ents creates a #a"il% o# &rands with an i"plied or i"plicit endorser /McDonalds: Bi Mac$ Mc >risp%$ Mac Ara&ia$ here )Mc* links to McDonalds in e##ect creates an i"plied McDonalds;s endorser! A linked na"e pro'ides the &ene#its o# a separate na"e without ha'in to esta&lish a second na"e #ro" scratch and link it to a "aster &rand!

9! Su& &rands

Su& &rands are &rands connected to a "aster or a parent &rand and au "ent or "odi#% the associations o# that "aster &rand! The "aster &rand here is the pri"ar% #ra"e o# re#erence$ which is stretched &% su& &rands that add attri&utes associations$ application association$ a si nal o# &reakthrou h newness$ a &rand personalit% and e'en ener %! One role o# su& &rand s to e(tend a "aster &rand into a "eanin #ul new se "ent! The link &etween a su& &rands is e(tre"el% close thus a su& &rand has considera&le potential to a##ect the associations o# the "aster &rand! It can either &e a RIS? or an OPPORTUNIT@! Master &rand here will ha'e a "a7or dri'er

The su& &rand as a co:dri'er

,hen

&oth "aster &rand and su& &rand ha'e "a7or dri'er roles$ it is considered a co:dri'er situation$ usuall% #or this case the "aster &rand alread% has so"e real credi&ilit% in the product class$ it "a% &e pro'idin presence$ 'isi&ilit% and attitude! /5illette and Mach9 e(a"ple0 Aere unless the two &rands stand #or co"para&le Bualit%$ the association "i ht tarnish the "ore presti ious &rand!

=! A &randed house

In a &randed house strate %$ a "aster &rand "o'es #ro" &ein a pri"ar% dri'er to a do"inant dri'er role across a "ultiple o##erin s! The su& &rand oes #ro" ha'in a "odest dri'er role to &ein a descriptor with little or no dri'er role! This option this puts a lot o# e s in a sin le &asket$ which o# course is 'er% risky as it is di##icult to "aintain a cool i"a e or a Bualit% position with a lar e "arket share$ it can also li"it the #ir"s a&ilit% to tar et speci#ic roups6 co"pro"ises "ust &e "ade! Aowe'er the &randed house enhances clarit%$ s%ner % and le'era e and thus should &e the de#ault &rand architecture option! It is "uch easier to understand and recall!

Sa"e &rands with di##erent identities

Two assu"ptions6 2! There can &e di##erent &rand identities and positions in e'er% conte(t despite the co""on &rand na"e! /thou h the use o# do+en &rand identities cause &rand anarch% and is recipe #or ine##ecti'e and ine##icient &rand &uildin 0 8! There is a sin le &rand identit% and position e'er%where e'en throu h the i"position o# a sin le &rand identit% risks a "ediocre co"pro"ise that is ine##ecti'e in "an% o# its conte(t There usuall% needs to &e a li"ited nu"&er o# identities that share co""on ele"ents and ha'e distinctions as well!

Selectin the ri ht position in the &rand relationship spectru"

Ciew #i ure 8 #ro" the article

Does the "aster &rand contri&ute to the o##erin Associations enhancin the 'alue proposition >redi&ilit% with or ani+ational associations Cisi&ilit% >o""unication e##iciencies

,ill the "aster Brand &e stren thened-

Is there a co"pellin need #or a separate &rand >reatin and ownin an associations Representin a new$ di##erent o##erin A'oid an association RetainDcapture a custo"erD &rand &ond A'oidin channel con#lict

,ill the &usiness support a new &rand na"e-

E4A

>onclusion