Brand portfolio strategy involves the design, deployment, and management of multiple brands as a coordinated portfolio of meaning-based assets that address the needs of diverse customers in a marketplace and maximize return while minimizing risk.
What is Brand strategy framework
A brand strategy is a framework for marketing, sales, recruiting… and much, much more.
To put it succinctly, it’s an action plan for shaping the perception of your audience with the goal to ultimately influence them i.e. get them to buy what you’re selling.
What is a monolithic brand
Branded House (also called a monolithic brand) emphasizes a single master brand, that sits over of the other brands within an organization.
What are the brand archetypes
There are twelve brand archetypes: The Innocent, Everyman, Hero, Outlaw, Explorer, Creator, Ruler, Magician, Lover, Caregiver, Jester, and Sage.
What is a brand pyramid
What Is a Brand Pyramid? A brand pyramid is a simple visual framework that outlines a brand’s identity and market positioning.
Creating one allows you to help your team communicate your brand’s essence, personality, core functionality, and emotional and material benefits.
What is a master brand strategy
The master brand strategy is an increasingly popular marketing approach. Essentially, it consolidates your company and emphasises your parent brand (AKA master brand).
It aggressively markets your company’s name and what it stands for. As a result, consumers come to recognise and trust your brand.
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.
What is brand extension example
Brand extension can be as obvious as offering the original product in a new form.
For example, the Boston Market restaurant chain launched a line of frozen dinners under its own name, offering similar fare.
Another form of brand extension combines two well-known products.
What is the full meaning of architecture
: the art or science of building. specifically : the art or practice of designing and building structures and especially habitable ones. : formation or construction resulting from or as if from a conscious act.
What are the two basic types of brand ownership strategies
There are two basic brand-ownership strategies: manufacturer brands and private-label brands.
Why would a firm choose to run a multi brand individual branding strategy
Brand reputability Creating and marketing multiple brands can increase brand visibility and awareness. This means a company’s products are taking up more shelf space and filling up more advertisements, causing customers to see them more.
The more a brand is visible, the more likely it is for customers to trust it.
What are the levels of brand hierarchy
Brand hierarchy can be divided into three main types: corporate, endorsed, or individual. Each has a different organizational structure based on real or perceived relationships between a parent company and its various brands.
What are some examples of brand licensing
A good example is Toyota and Lexus; the Lexus brand was introduced by Toyota into the US market because in that market, the Toyota brand was viewed as a value brand.
Another example is where a manufacturer will allow a store, such as Walmart or Sears, to have their name on their product.
What is the difference between a house of brands and a branded house
If a Branded House is a mansion with many rooms, a House of Brands is a subdivision with individual houses built in their own style.
The parent or holding company shares little branding with its sub-brands, and the marketing strategy is focused on individual brands.
What is a parent brand
1. The main brand of a company or organization, it supports product or service subsidiaries by sharing its identity.
What are the 4 branding strategies?
- Product/range extension
- Brand extension
- Co-branding
- Brand licencing
Is Microsoft a house of brands
Microsoft as a branded house Microsoft often also incorporate their name into their prominent sub brands, for example MS Office and Microsoft Bing (rebranded in 2020).
What is brand reinforcement and revitalization
While brand reinforcement is there to grow the customers of an already existing and thriving brand, brand revitalization aims to grow that of a product that is not making enough profits.
In summary, both are there to help the growth of customers.
How do you create a brand portfolio?
- Step 1: Identify the Most Powerful Brands in a Portfolio
- Step 2: Define Brand Portfolio Solutions
- Step 3: Establish a Brand Portfolio Roadmap
What should a brand portfolio include
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 brand archetype is Apple
Because the people who are crazy enough to think they can change the world, are the ones who do.”
Apple has become a symbol of creativity, self-expression, originality, and nonconformity.
What is the highest level of brand hierarchy
The highest level of the brand hierarchy is the corporate brand. This is the main company/corporate brand.
What are the 3 types of brands?
- A corporation or company brand
- A product brand
- A personal brand
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.
What is a mother brand
From a brand marketing perspective parent brands are usually known as the mother-brand or even technically speaking the “holding company.”
It is the owner of what usually becomes the “family of brands,” with each family member dedicated to reaching and fulfilling a specific opportunity or need in the marketplace.
What is the difference between brand vitality to brand stature
Brand Vitality which refers to the current and future growth potential that a brand holds in it.
2. Brand Stature which refers to the power of a brand. Different-refers to how do the brand’s offering differs from its rivals.
What is a brand relationship spectrum
Brand Relationship Spectrum (BRS) is a continuum that displays four different strategies and under that, nine other sub-strategies.
Each strategy differs based on the brand’s driver role. The driver role manifests to which degree the brand itself drives the purchase decision and user experience.
What is the difference between sub brand and brand extension
Sub brands can also weaken the main brand through creating confusion and blurring its identity.
Brand extensions allow new products or business diversification to capitalise upon the strengths of established brands.
What is the difference between sub brands and branded house
A House of Brands can include numerous brands, where each brand is independent of the others, often with different target audiences.
The GAP is one good example where the name is associated with the parent brand, but sub-brands stand on their own such as Old Navy, Banana Republic, and Athleta.
What is monolithic application architecture
A monolithic architecture is a traditional model of a software program, which is built as a unified unit that is self-contained and independent from other applications.
The word “monolith” is often attributed to something large and glacial, which isn’t far from the truth of a monolith architecture for software design.
Sources
https://www.indeed.com/career-advice/career-development/co-branding
https://www.feedough.com/what-is-brand-hierarchy-how-to-develop-one/
https://www.kwicomm.com/wp-content/uploads/2018/08/Communicating-Across-Enterprise.pdf
https://www.hbs.edu/faculty/Pages/item.aspx?num=51600
