Findings. This work shows that brand architecture corresponds, in its essence, to a hierarchical relationship approach between brands; whereas the brands portfolio concept corresponds to a non‐hierarchical method of organising the brands within themselves.
What is the relationship between brand portfolio and brand architecture
Findings – This work shows that brand architecture corresponds, in its essence, to a hierarchical relationship approach between brands; whereas the brands portfolio concept corresponds to a non-hierarchical method of organising the brands within themselves.
What is a brand portfolio
A brand portfolio is the collection of smaller brands that fall under a larger, overarching ‘brand umbrella’ set by a firm, company, or conglomerate.
For instance, The Coca Cola Company’s brand portfolio encompasses brands like Sprite, Fanta, and Powerade in addition to its flagship beverage.
What is brand portfolio and brand hierarchy
Brand portfolios and brand hierarchies. A brand portfolio approach emphasizes the relationship among different brands and brand lines in the portfolio—i.e., their independence or interdependence.
What is brand portfolio model
It provides insight into how products relate to the corporate retail image, how they relate to one another, and can help brand managers decide which products to use in brand expressions.
The closer to the center of this model, the closer your brand’s should be to your corporate brand strategy.
What is the difference between brand architecture and brand hierarchy
Brand hierarchy, otherwise known as brand architecture, refers to the brand strategy behind the relationships between various parts of a business.
Broadly speaking, this strategy is best summarized by grouping products and services according to their associated similarities and differences.
What is brand architecture and how does it impact your business
Brand architecture defines both the breadth and depth of your brand. Not only does it provide clarity around the organization of your offerings and how they are understood by consumers, it also influences customer behavior by maximizing the transfer of brand equity between your brands and sub-brands.
What is the relationship between brand identity and brand architecture
Company brand equals company identity Externally, it allows customers to easily identify your products and services; it helps establish trust and loyalty.
Brand architecture establishes the identity of your brand and how your company relates to your customers.
What does brand architecture include
Brand architecture is the organizational structure of a company’s portfolio of brands, sub-brands, products, and/or services.
Effective brand architecture includes an integrated system of names, symbols, colors, and visual vocabulary informed directly by the consumer thought process.
What is product/brand architecture
Brand Architecture is a system that organizes brands, products, and services to help customers access and relate to a brand.
It helps structure a brand portfolio so that customers can easily tell which brands are affiliated and at what level.
Is brand architecture part of brand strategy
Brand architecture models refer to a strategy that organizes brands and their offerings under a single, overarching brand.
What is brand architecture framework
What is brand architecture? Brand architecture is the organizational framework a company uses to structure its brands, sub-brands, and products or services.
Why is brand portfolio important
A robust portfolio and brand architecture strategy can significantly improve the odds of M&A success and strategic growth.
The better defined the strategy, the more likely a company will be able to keep brand top of mind, value an acquisition properly, and leverage the new brand assets.
What is the purpose of a brand architecture
Brand architecture helps you define what that relationship is, and helps your brand stay organized internally.
It’s a road map for brand identity, development and design, and increases flexibility for product or service expansion in the future.
What should a brand portfolio include
Brand Portfolio – The set of all brands in a company. Product-defining Roles – The set of roles that each brand could play.
Portfolio Roles – The role that the portfolio plays, in relation to the products.
Brand Scope – The dimension (product categories, subcategories, and markets) of the brand portfolio.
What is brand portfolio analysis
Brand portfolio analysis is more than assessing how each of a company’s brands is performing; it requires regular assessment of the markets in which the company operates and those it would be strategic for the company to expand into.
What is the basic principle when it comes to designing a brand portfolio
It sees the amount of brands in the respective company as a portfolio. A portfolio, in general, is “a collection of work and resources that are managed as a group in a way that maximises the total business value” (Ten Step, 2007).
How are brands organized in portfolio
Three different relationship structures are used for brand portfolios. One type uses a single brand name across the entire organization, without differentiating any sub-brands.
Examples of this include IBM, Goldman Sachs and Greenpeace. Another type uses a primary brand to endorse sub-brands.
Why is a portfolio of brands an important strategy for a company
Managing brands in a coordinated way helps a company to avoid confusing its consumers, investing in overlapping product-development and marketing efforts, and multiplying its brands at its own rather than its competitors’ expense.
Why do you think brand architecture is important in marketing
Internally, it provides a sense of direction and boosts confidence and morale. Externally, it allows customers to easily identify your products and services; it helps establish trust and loyalty.
Brand architecture establishes the identity of your brand and how your company relates to your customers.
What are brand architecture strategies
Brand Architecture strategy is an inside-out approach to organising a company’s brand offerings – the structure upon which you build your brand.
What are the key components of brand architecture
In managing brand architecture, there are several key components to consider: brand architecture audit, brand portfolio principles, brand hierarchy framework, and the brand naming decision tree, as described here.
How do you manage a brand portfolio
Start your portfolio management with an external lens. Look at the market attractiveness of where the brands play and the competitive position of those brands within the market.
Then match up to the internal lens. Look at the growth rate of each brand and the profit margins of the brands.
What is Microsoft brand architecture
The Microsoft brand architecture Microsoft is a company that deliberately uses the hybrid brand architecture strategy.
There are master-branded offers that follow the monolithic brand architecture like “Microsoft Health” and “Microsoft Internet Explorer”.
What is multi brand portfolio
Having a multi-brand strategy means having a portfolio of products with different brands or names, all owned and managed by the same company.
An example of this is Nestlé, with a multi-brand portfolio of over 2000 different brands, including Nespresso and KitKat.
How do you create a brand architecture?
- Start by listing each of your product/service features
- Now focus on the benefits
- Next, review each feature and benefit individually, and determine its level of importance to the market
- Now, rank your features and benefits
What is brand framework
A brand framework is a conceptual structure that serves as a supporting tool that guides the creation and management of brand assets – it acts as a starting point and frame of reference for the creation of all brand communications, be that a positioning message, how a printed brochure is designed, how a tweet is
What should be included in a brand portfolio?
- Brand Portfolio – The set of all brands in a company
- Product-defining Roles – The set of roles that each brand could play
- Portfolio Roles – The role that the portfolio plays, in relation to the products
What are the challenges in brand portfolio management?
- Treating brands as assets
- Possessing a compelling vision
- Creating new subcategories
- Generating breakthrough brand building
- Achieving integrated marketing communication (IMC)
- Building a digital strategy
- Building your brand internally
- Maintaining brand relevance
What do you mean by product portfolio
A product portfolio is the collection of all the products or services offered by a company.
Product portfolio analysis can provide nuanced views on a stock type, company growth prospects, profit margin drivers, income contributions, market leadership, and operational risk.
Does Apple have a brand portfolio
Apple’s product portfolio includes iPhone, iPad, Mac, iPod, Apple Watch, and Apple TV. It offers various consumer and professional software applications such as iOS, macOS, iPadOS, and watchOS, iCloud, AppleCare, Apple Pay, and accessories.
References
http://www.amul.com/m/about-us
https://precept.co.uk/insights/the-importance-of-building-a-brand-strategy
https://www.qualtrics.com/experience-management/brand/positioning/
