Brand

BrandArchitecture
Brand Architecture
Architecture
Brand Architecture Obj.

• Create effective powerful

brands
• Allocate brand-building
resources
• Create Synergy
• Achieve clarity of product
offering
• Leverage brand equity

Brand-Market Context
Roles
•Endorser/Subbrands
•Benefit brands
•Co-brands
•Driver roles
Brand Portfolio Structure
•Brand Groupings
•Brand hierarchy trees
•Brand range
Brand Portfolio
Includes all the brands & subbrands
attached to product-market offerings,
including co-brands with other firms. Portfolio Roles
•Strategic brands
•Linchpin brands
•Silver bullets
•Cash cow brands
Brand
Architecture
Portfolio Graphics
•Logo
•Visual presentation

Powerful Optimal Synergy in Clarity of Leveraged Platforms

brands allocation creating: offering brand for future
of brand visibility, assets growth
building efficiency options
resources
 The Boston Consulting Group’s
Growth-Share Matrix
20%-
Market Growth Rate

Stars Question marks

? ?
18%-
16%-
14%-
12%-
?
(Lichpin Brand)

?
(Strategic Brand)
10%-
8%- Cash cow Dogs
6%-
4%-
2%- 6 (Silver Bullet)
0
10x 4x 2x 1.5x 1x .5x .4x .3x .2x .1x
Relative Market Share
Product-Market Context
Roles
• Endorser & Subbrand Roles – A master brand
is the primary indicator of the offering, the point of
reference.
• Benefit Brands – The benefit brand is a branded
feature.
– Examples: Oral-B toothbrushes – Colored Tip
Bristles
• Co-Brands – Occurs when brands from different
organizations combine to create an offering in which
each plays a driver role.
– Examples: Intel chips in branded PCs, HP printers along
with HP laptops
Brand Portfolio Structure

• Brand Grouping: Grouping of

brands that have a meaningful
characteristics in common
– Segment: Men or women
– Product: Clothing or products
– Quality: Designer to premium
– Design: classic or contemporary
 Brand Portfolio Structure
• Brand Hierarchy Trees: Brand
family
Colgate

Colgate Colgate Colgate Colgate

Toothpaste Toothbrush Dental Floss Mouthrinse

Classic Plus Precision

Diamond The wild

Heads ones
Brand Portfolio Structure

• Brand Range:
Kraft Products
– Master Brand: First Brands-
Cheese, Mayonnaise, Salad
dressing and Barbeque Sauce
– Endorser Brands: Shake and Bake,
Minute Rice, Oscar Mayer, Post,…
 Portfolio Graphics

• Visual representations across

brands and contexts:
– Logo
– Packages
– Symbols
– Product design
 Horizontal Extension

ADDED ENHANCED
FIT BRAND
VALUE
EQUITY

•Customers must be •The brand name •The brand equity

comfortable with the alone should help should be enhanced
brand in the new customers by the brand’s
setting. articulate why the presence the brand’s
offering is superior presence in another
•Bases: product
to other brands. context -- not only
associates,
from increased
ingredient, attribute,
visibility but also
application, user
from the associations
imagery, expertise,
generated.
designer image.

Aaker, David A. Brand Leadership. 2000

 Vertical Extension
ADVANTAGES DISADVANTAGES
Product vitality & margins A vertical stretch is
particularly tricky because
perceived quality is involved
and also because the use of
sub brands & endorsed brands
needs to be considered.

Risk to brand’s reputation &

customer base
Cannibalization
Lack of credibility
To participate in a large
& growing value market Competitor price wars

Aaker, David A. Brand Leadership. 2000

 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
 Five Dimensions
Dimension Action Item
Brand Portfolio Inventory existing brands and subbrands.

Identify brands playing strategic roles (cash-cow,

Portfolio Roles
etc.)
Look at use of endorsers and subbrands, branded
Product-Market Context Roles
benefits, co-brands, and driver brands

Brand Portfolio Structure Create brand grouping or hierarchy tree.

Lay out a sample of the way that the brands are

Portfolio Graphics
presented visually.