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Brand Architecture

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What is Brand Architecture

Brand Architecture is an organizing structure

of the brand portfolio that specifies the brandroles and the relationships among brands anddifferent product market brand contexts.

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Brand Architecture Objectives

Create effective and forceful brands

Allocate brand building resources

Create synergy

Achieve clarity of product offerings

Leverage Brand Equity

Provide a platform for future growth options

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Brand Portfolio

Product-market Context

Roles

PortfolioRoles

BrandArchitecture

BrandPortfolioStructure

PortfolioGraphics

Powerfulbrands

Optimalallocationof brandbuilding

resources

Synergy increating visibility associationbuilding

efficiency

Clarity ofoffering

LeveragedBrandAssets

Platformsfor futuregrowthoptions

Brand Architecture

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The Brand Portfolio

Listing

Composition

Additions

Deletions

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The Roles Brands Play(Portfolio Roles)

Sunfeast MCDonalds-Happy Meals

Ipod Maruti 800

Reliance Mart Miss India

HLL-Shakti Scorpio

Shoppers Stop-First Citizen

F-Bar Ponds cold cream

Nirma

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Portfolio Roles

Strategic brands

Linchpin brands

Silver bullets

Cash cow brands

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Portfolio Roles

Astrategic brand is one that represents ameaningful future level of sales and profits

E.g- Sunfeast, Reliance Mart, Ipod

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Portfolio Roles

Alinchpin brand is the leverage point of amajor business area or a future vision of the

firm

E.g- HLL-Shakti, MCDonalds-HappyMeals, Shoppers Stop-First Citizen

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Portfolio Roles

Asilver bullet is a brand or sub brand thatpositively influences the image of another

brand/other brands in the portfolio

E.g- IBM On Demand, Ipod for Apple,F Bar for Ashoka, Miss India for

Femina, Scorpio for M&M

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Portfolio RolesAcash cowbrand has a big customer baseand generates resources for other brands

E.g- Ponds coldcream, Nirmawashing powder

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What to brand?(product, organsiation, ingredient, partner/alliance)

How to represent the

brand/s?(relative importance and focus)

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Vidya rani andprabha
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Corporate Brand
http://www.hindu.com/2004/10/22/images/2004102211001401.jpg

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Corporate Brand

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Tata Tea Regional Focused Brand

National Brand
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Tata SteelBranding Commodity Retail Products
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Tata Chemicals

TV Commercial Packaging

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Tata Group Companies

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Product-Market Context RolesSome terms we use----

Corporate Brand/ organisation brand

Umbrella/range brand

Product Brand

Benefit Brand (benefit, ingredient, service)

Co-Brands
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Product-Market Context Roles

A brand offering can be representedby a single brand or a combination ofrelated brands
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Product-Market Context Roles

Very often a set of brands combine together todescribe an offering

E.g- Britannia Marie GoldScorpio from Mahindra

Based on their relationship with each otherthese brands can be classified as

Master BrandEndorser BrandSub Brand
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Master BrandA Master brand could be a Corporate/Umbrella/Range brand

A Master Brand is the primary indicator of theoffering, the point of reference

E.g- SonySurf
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Sub-brands

Augments or modifies associations of the master

brand

Master brand is the primary frame of referencebut it is stretched by sub brands that add

associations

Link between sub-brand and master brand isclose

E.g- Sony Wio, Surf ExcelmaticCadburys Dairy Milk, Cadburys EclairsBritannia MarieColgate Total, Colgate Herbal
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Driver Roles

Reflects the degree to which a brand drives thepurchase decision & use experiences (whichbrand did you buy?)

Driver role could be played by Master or Sub-brand

Brand Driver Role

Cadburys Five Star Sub-brand- 5 starBritannia Marie Sub-brand- MarieTCS Master Brand-TataTaj Landsend Master Brand-Taj
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Red Label tea

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Brand Relationship Spectrum
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Brand Relationship Spectrum

BrandedHouse EndorsedBrandsSub-Brands

House ofBrands

Degree to which brands are separated in strategyexecution and in the consumers mind
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Endorsers

An established brand that provides credibility& substance Endorser brands are usually organisation

brands rather than product brands

E.gCadburyis an endorser for Perk, Crackle,Temptations, etcBritannia is an endorser for Tiger, Pure

magic, Good DayTata is an endorser for Sonata, Tetley, etc

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Strong endorsement
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Linked name

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T ken end rsement

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Selecting the Brand Relationship

Spectrum Position

Towards a BrandedHouse

Will the master brand bestrengthened by associatingwith the new offering?

Towards a House ofBrands

Will the business support a newbrand name?
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Selecting the BrandRelationship Spectrum Position

Towards a Branded HouseDoes the master brandcontribute to the offering byadding

Associations enhancing thevalue proposition?

Credibility throughorganizational associations?

Visibility?

Communication efficiencies?

Towards a House of BrandsIs there a compelling needfor a separate brand becauseit will

Create and own an association?

Represent a new, differentoffering?

Avoid an association?

Retain/capture customer/brandbond?

Deal with channel conflict
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Brand Portfolio

Product-market ContextRoles

PortfolioRoles

BrandArchitecture


PortfolioGraphics

Powerfulbrands


resources


efficiency

Clarity ofoffering



Brand Architecture
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Brand Portfolio Structure Brand groupings

Brand hierarchy trees

Brand range
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Brand Portfolio Structure

Dental CarePerioGard

Plax

Gel-Kam

Sensitive Care

PlatimumProfessional

Phos-Flur

Toothpaste

Toothbrus

h

Toothpaste

Toothpowder

Toothbrush
http://www.hindu.com/2004/10/22/images/2004102211001401.jpghttp://www.hindu.com/2004/10/22/images/2004102211001401.jpghttp://www.hindu.com/2004/10/22/images/2004102211001401.jpghttp://www.hindu.com/2004/10/22/images/2004102211001401.jpghttp://www.hindu.com/2004/10/22/images/2004102211001401.jpghttp://www.hindu.com/2004/10/22/images/2004102211001401.jpghttp://www.hindu.com/2004/10/22/images/2004102211001401.jpghttp://www.hindu.com/2004/10/22/images/2004102211001401.jpghttp://www.hindu.com/2004/10/22/images/2004102211001401.jpghttp://www.hindu.com/2004/10/22/images/2004102211001401.jpghttp://www.hindu.com/2004/10/22/images/2004102211001401.jpghttp://www.hindu.com/2004/10/22/images/2004102211001401.jpghttp://www.hindu.com/2004/10/22/images/2004102211001401.jpghttp://www.hindu.com/2004/10/22/images/2004102211001401.jpghttp://www.hindu.com/2004/10/22/images/2004102211001401.jpghttp://www.hindu.com/2004/10/22/images/2004102211001401.jpghttp://www.hindu.com/2004/10/22/images/2004102211001401.jpghttp://www.hindu.com/2004/10/22/images/2004102211001401.jpghttp://www.hindu.com/2004/10/22/images/2004102211001401.jpghttp://www.hindu.com/2004/10/22/images/2004102211001401.jpghttp://www.hindu.com/2004/10/22/images/2004102211001401.jpghttp://www.hindu.com/2004/10/22/images/2004102211001401.jpghttp://www.hindu.com/2004/10/22/images/2004102211001401.jpghttp://www.hindu.com/2004/10/22/images/2004102211001401.jpghttp://www.hindu.com/2004/10/22/images/2004102211001401.jpghttp://www.hindu.com/2004/10/22/images/2004102211001401.jpghttp://www.hindu.com/2004/10/22/images/2004102211001401.jpg

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Brand Range

Vertical Brand Extensions

Horizontal Brand Extensions

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Brand Range-Vertical Extension

Require Credibility and the prestige to moveupscale

Limited in upward stretching

Value market is easier to access

Downward stretch - significant risk to thebrands reputation existing customers may move down value claim may lack credibility

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Brand Range-Horizontal Extension

Basis of Brand Fit

Product Association - Colgate toothbrush

Expertise - Honda Lawn Motors

User Image - Pierre Cardin wallets
http://www.hindu.com/2004/10/22/images/2004102211001401.jpghttp://www.hindu.com/2004/10/22/images/2004102211001401.jpghttp://www.hindu.com/2004/10/22/images/2004102211001401.jpghttp://www.hindu.com/2004/10/22/images/2004102211001401.jpghttp://www.hindu.com/2004/10/22/images/2004102211001401.jpghttp://www.hindu.com/2004/10/22/images/2004102211001401.jpghttp://www.hindu.com/2004/10/22/images/2004102211001401.jpghttp://www.hindu.com/2004/10/22/images/2004102211001401.jpghttp://www.hindu.com/2004/10/22/images/2004102211001401.jpg

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Brand Range-Horizontal Extension

Virgin Records, Virgin Air, Virgin Cola, VirginRail

Underdog, feisty and irreverent, but dedicatedto high quality

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Brand Portfolio Structure BrandRange-Horizontal Extension

Adding ValueThe brand name should help customersarticulate why the offering is superior to

other brands

Enhancing Brand EquityThe brand equity should be enhanced by the

brands presence in another context
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TYPE OF BRAND AND ABILITY TO EXTEND

Type of Brand

Degree of product dissimilarity

Product

Interest

Know-How

Formula

Values
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TYPE OF BRAND AND ABILITY TO EXTEND

Type of Brand

Degree of product disProduct

Interest

Know-How

Formula

Values

(A) (B) (E)
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Portfolio Graphics Logo

Visual Presentation
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Portfolio GraphicsPortfolio graphics are the pattern of visualrepresentations across brands and contexts

Logo - dimensions, colour, layout, typeface

Packaging

Symbols

Product design

Layout of print advertisements

Taglines

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Portfolio GraphicsSignal the relative driver roles of brands

Typeface size

Positioning
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Portfolio GraphicsSeparation of two brands or contexts

Colgate Dental cream

Colgate Total

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Toothpastes

Colgate dental cream

Colgate fresh energy gel

Colgate herbal

Colgate total

Colgate kids tooth paste

Colgate cibaca top

Colgate whitening

D l C & T h d

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Dental Cream & Toothpowder

highlighted on flagship products.Appears in largest font on the packaging

Space given to Dental Cream &Toothpowder miniscule

Promise of Strong Teeth & Gumsprominently visible
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Toothpastes All variants (except Cibaca Top) are sub brands

Two-third space given to

Sub brand occupies one-third of the area

Sub brand name occurs everywhere withon the outer carton and tube
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Toothbrushes The variants are descriptive sub brands

On the packaging:

>50% space for

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Brand Architecture

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Brand Portfolio

Product-market Context

Roles

PortfolioRoles

BrandArchitecture


PortfolioGraphics

Powerfulbrands



Clarity ofoffering



Brand Architecture
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Documents

5_ILT_IBM_04