TRIGGER 5

Problem
How to build an international brand architecture?


LO#1
Brand portfolio?

- What is...?
When large businesses operate under multiple different brands, services and companies, a brand portfolio is used to encompass all these entities under one umbrella. Often, each of these brands has its own separate trademarks and operates as an individual business entity. However, for marketing purposes, a brand portfolio is used to group them all together. Brand portfolios are also used to lessen consumer confusion in regard to who owns particular brands.

Tanya Robertson, Demand Media,  What is a Brand portfolio?
URL: http://smallbusiness.chron.com/brand-portfolio-59047.html

Example

URL:  http://www.pfoertsch.com/wordpress/?p=2661


- What constitutes...?

The ideal portfolio should always fit with the businesses vision of its future in the marketplace. The brand portfolio should also prioritize key elements and markets vital to its success. When brands no longer fit in with the portfolio, they should be either altered to better conform or altogether eliminated. Above all else, the brand portfolio should continue to make acquisitions to fill any gaps.

Tanya Robertson, Demand Media,  What is a Brand portfolio?
URL: http://smallbusiness.chron.com/brand-portfolio-59047.html

• What the overarching branding approach is – master brand, brand/sub-brand, endorsed brand, stand alone brands, including  or some combination of these
• How many levels of branding should exist
• What types of brands exist at each level
• How brands at different levels relate to each other, if at all
• Decision rules for creating new brands
• Which brands’ identities are dominant and which ones are recessive
• What types of names the organization uses – coined, associative descriptive or generic descriptors – and in which circumstances (usually controlled by decision rules)
• Which brands are features in each and every media, vehicle, situation and circumstance (e.g. business cards, stationery, product catalogs, website, shipping boxes, vehicle signage, employee uniforms, building signage, etc.)

Brad VanAuken The Blake Project, Brand Architecture Strategy GuideURL: http://www.brandingstrategyinsider.com/2014/01/brand-architecture-strategy-guide.html#.VtiUoNAcNIQ



HILTON Brand Portfolio

 
- Compare different types(strategy)...?


Muhamad Ghazizadeh, BRAND PORTFOLIO & ARCHITECTURE
URL: http://image.slidesharecdn.com/eguide6-140118052337-phpapp02/95/6-brand-portfolio-architecture-10-638.jpg?cb=1390022646







LO#2
What are the key reasons(drivers) of brand portfolio strategies?

• Clear brand architecture ensures your automobile company’s great idea for an electric hybrid home appliance line isn’t going out of bounds of the core brand’s mission.
• It guarantees that your long-established and recognized logo-mark doesn’t get bastardized when a newly hired product manager introduces a good idea for a line extension and prefers the color “red”.
• It empowers you to organize and introduce new product lines that fit seamlessly into different divisions of your brand so you leverage existing equity, retail relationships and consumer loyalty.

What is brand architecture?
 URL: microarts.com/launchabrand/what-is-brand-architecture/



PROPHET ,Brand Portfolio Strategy, Managing and Investing in the Right Brands to Drive
Business Results
URL: https://www.prophet.com/downloads/webcasts/AMA%20Web%20cast%20online.pdf


KW
- brand architecture
- sub brands
- brand portfolio
- brand drivers
- portfolio strategy
- customer segmentation
- umbrella brands