What is Brand Architecture?
Brand Architecture is the vehicle by which the brand team functions as a unit to create synergy, clarity and leverage.
Elements of Brand Architecture
Elements of Brand Architecture
Brand Portfolio
Portfolio Roles
Brand market context roles
Brand portfolio structure
Portfolio Graphics
Brand Portfolio
ARVIND BRANDS LTD. Denims Wrangler Lee Newport Ruf n Tuf Flying Machine THF Casual wear Wrangler Lee Newport Ruf n Tuf Flying Machine THF Bay Island Formal wear Arrow Excaliber Bay Island Women’s wear Wrangler Lee Flying Machine THF
Brand Portfolio
?
Relationships within a brand portfolio
Single brand across organization Endorsed brands House of brands
Brand Portfolio
Case : The Japanese Giants
?
?
Concept, practice and techniques of branding – very different from West Successful brand is king, individual products and lines have often played second fiddle Corporate logos Frequent purchasing and ever shifting trends in Japanese society – shorter PLC’s Quick turnover Not enough time to develop individual brand identities
? ?
?
Case : The Japanese Giants
? ?
Solution – Attach them to corporate entities Examples
Sony Yamaha
?
? ?
?
Corporate name instantly provides authentication to the product. Winds of change after 1990’s Less spending on product development, instead sustenance & promotion of established products. Example – PS2
Elements of Brand Architecture
Brand Portfolio
Portfolio Roles
Brand market context roles
Brand portfolio structure
Portfolio Graphics
Portfolio Roles
?
Strategic brands
Slate & Levis TCS & TATA
?
Linchpin brands
Park Avenue & Raymonds’s
Portfolio Roles
?
Silver Bullet
Think Pad & IBM Forhans’s Flouride & Forhans’
?
Cash cow brand
Marico - Parachute
Elements of Brand Architecture
Brand Portfolio
Portfolio Roles
Brand market context roles
Brand portfolio structure
Portfolio Graphics
Brand market context roles
?
Endorser and sub brands roles
Gillette Sensor Cadbury Bournvita
?
Benefit brands
Gillette & Oral B Diet Coke
?
Driver role
Cadbury’s – CDM and Bournvita Nirma washing powdwer
Brand market context roles
Elements of Brand Architecture
Brand Portfolio
Portfolio Roles
Brand market context roles
Brand portfolio structure
Portfolio Graphics
Brand Portfolio Structure
Brand groupings J & J - Segment( Infant Care and Intimate Feminine Care)
?
Product (Healthcare and Pharmaceuticles) Design (Classic and Contemporary
?
Brand hierarchy trees Brand range
?
Elements of Brand Architecture
Brand Portfolio
Portfolio Roles
Brand market context roles
Brand portfolio structure
Portfolio Graphics
Portfolio Graphics
?
Logo Visual presentations
?
Characteristics of the ideal brand portfolio
?
Analogy between the ideal brand portfolio and football
Characteristics of the ideal brand portfolio
Fits the company’s future vision and destination Prioritizes markets and key segments Efficiently covers those priority segments Ruthlessly prunes out those that do not fit Fills gaps through new or extended brands and acquisitions.
? ? ? ? ?
Case : Allied Domecq
Major mistakes in portfolio management
?
? ? ? ?
Too many brands in too many segments: there may be too many brands in relation to consumer needs, retailer space and company ability to promote Duplication and overlap Gaps in priority market segments Inefficiencies in operations and the supply chain Diffused and therefore ineffective resource allocation.
Major mistakes in portfolio management
?
Returning to the analogy
Why managing a brand portfolio is Important
?
Resource Efficiency Leverage Clarity
?
?
?
Why managing a brand portfolio is Important
?
Growth
Clear prioritization of future focus by major market Prioritization by brand and product Concentration of spend on priority market, brands and products Operational cost savings through simplified business Disposal of brands which don’t fit Gap filling by product development and acquisition
What to do?
Prioritizing segments Use consistent segment definitions across countries
?
?
Case : Unilever
Realize brand value
High
Leverage for growth
DOVE
Brand Power
Harvest or Divest
Renew brand franchise
Groom & Clean Q - Tips
Low Low Economic Power High
Examples of portfolio analysis
?
BCG Matrix Analyzing Brand Maruti Star – Zen Question mark – Swift Cash Cow – Maruti 800 Dog – Baleno
Examples of portfolio analysis
?
Quantified Portfolio Analysis
Conclusion
?
Newly merged firms General motors – Saab, Alfa Romeo, Hummer Ford motors – Volvo, Land rover, Jaguar Creating “master” brands
?
Struggling Brand Managers
?
? ?
?
Remove a Brand without losing disproportionate profitability To reposition a brand or to create a new brand Will a brand help in entering new markets with advantage over competitors Regional or local brands
doc_365228467.ppt
Brand Architecture is the vehicle by which the brand team functions as a unit to create synergy, clarity and leverage.
Elements of Brand Architecture
Elements of Brand Architecture
Brand Portfolio
Portfolio Roles
Brand market context roles
Brand portfolio structure
Portfolio Graphics
Brand Portfolio
ARVIND BRANDS LTD. Denims Wrangler Lee Newport Ruf n Tuf Flying Machine THF Casual wear Wrangler Lee Newport Ruf n Tuf Flying Machine THF Bay Island Formal wear Arrow Excaliber Bay Island Women’s wear Wrangler Lee Flying Machine THF
Brand Portfolio
?
Relationships within a brand portfolio
Single brand across organization Endorsed brands House of brands
Brand Portfolio
Case : The Japanese Giants
?
?
Concept, practice and techniques of branding – very different from West Successful brand is king, individual products and lines have often played second fiddle Corporate logos Frequent purchasing and ever shifting trends in Japanese society – shorter PLC’s Quick turnover Not enough time to develop individual brand identities
? ?
?
Case : The Japanese Giants
? ?
Solution – Attach them to corporate entities Examples
Sony Yamaha
?
? ?
?
Corporate name instantly provides authentication to the product. Winds of change after 1990’s Less spending on product development, instead sustenance & promotion of established products. Example – PS2
Elements of Brand Architecture
Brand Portfolio
Portfolio Roles
Brand market context roles
Brand portfolio structure
Portfolio Graphics
Portfolio Roles
?
Strategic brands
Slate & Levis TCS & TATA
?
Linchpin brands
Park Avenue & Raymonds’s
Portfolio Roles
?
Silver Bullet
Think Pad & IBM Forhans’s Flouride & Forhans’
?
Cash cow brand
Marico - Parachute
Elements of Brand Architecture
Brand Portfolio
Portfolio Roles
Brand market context roles
Brand portfolio structure
Portfolio Graphics
Brand market context roles
?
Endorser and sub brands roles
Gillette Sensor Cadbury Bournvita
?
Benefit brands
Gillette & Oral B Diet Coke
?
Driver role
Cadbury’s – CDM and Bournvita Nirma washing powdwer
Brand market context roles
Elements of Brand Architecture
Brand Portfolio
Portfolio Roles
Brand market context roles
Brand portfolio structure
Portfolio Graphics
Brand Portfolio Structure
Brand groupings J & J - Segment( Infant Care and Intimate Feminine Care)
?
Product (Healthcare and Pharmaceuticles) Design (Classic and Contemporary
?
Brand hierarchy trees Brand range
?
Elements of Brand Architecture
Brand Portfolio
Portfolio Roles
Brand market context roles
Brand portfolio structure
Portfolio Graphics
Portfolio Graphics
?
Logo Visual presentations
?
Characteristics of the ideal brand portfolio
?
Analogy between the ideal brand portfolio and football
Characteristics of the ideal brand portfolio
Fits the company’s future vision and destination Prioritizes markets and key segments Efficiently covers those priority segments Ruthlessly prunes out those that do not fit Fills gaps through new or extended brands and acquisitions.
? ? ? ? ?
Case : Allied Domecq
Major mistakes in portfolio management
?
? ? ? ?
Too many brands in too many segments: there may be too many brands in relation to consumer needs, retailer space and company ability to promote Duplication and overlap Gaps in priority market segments Inefficiencies in operations and the supply chain Diffused and therefore ineffective resource allocation.
Major mistakes in portfolio management
?
Returning to the analogy
Why managing a brand portfolio is Important
?
Resource Efficiency Leverage Clarity
?
?
?
Why managing a brand portfolio is Important
?
Growth
Clear prioritization of future focus by major market Prioritization by brand and product Concentration of spend on priority market, brands and products Operational cost savings through simplified business Disposal of brands which don’t fit Gap filling by product development and acquisition
What to do?
Prioritizing segments Use consistent segment definitions across countries
?
?
Case : Unilever
Realize brand value
High
Leverage for growth
DOVE
Brand Power
Harvest or Divest
Renew brand franchise
Groom & Clean Q - Tips
Low Low Economic Power High
Examples of portfolio analysis
?
BCG Matrix Analyzing Brand Maruti Star – Zen Question mark – Swift Cash Cow – Maruti 800 Dog – Baleno
Examples of portfolio analysis
?
Quantified Portfolio Analysis
Conclusion
?
Newly merged firms General motors – Saab, Alfa Romeo, Hummer Ford motors – Volvo, Land rover, Jaguar Creating “master” brands
?
Struggling Brand Managers
?
? ?
?
Remove a Brand without losing disproportionate profitability To reposition a brand or to create a new brand Will a brand help in entering new markets with advantage over competitors Regional or local brands
doc_365228467.ppt