Brand Architecture

Topics: Brand architecture, Brand management, Brand Pages: 2 (331 words) Published: March 31, 2012
Brand Architecture
Brand architecture is the structure of brands within an organizational entity.

It is the way in which the brands within a company’s portfolio are related to, and differentiated from, one another. Brand Architecture
There are three key levels of branding:

Corporate brand, umbrella brand, and family brand - Examples include Godrej, Samsung, LG, Sony

Endorsed brands, Dual , and sub-brands - For example, Nestle KitKat, Cadbury Dairy Milk

Individual product brand - For example, Procter & Gamble’s Pampers or Unilever's Dove.

Brand Architecture
Corporate brand, umbrella brand, and family brand –
Corporate branding is the practice of using a company's name as a product brand name •Disney, for example, includes the word "Disney" in the name of many of its products •These brands may also be used in conjunction with product descriptions or sub-brands:

For example Heinz Cream of Godrej Frost Free Refrigerators, or Virgin Mobile Corporate
Brand Architecture
Advantage Corporate brand, umbrella brand, and family brand •One Ad for all brands
Easy acceptance of new product introduced
Standardization of : Logo, customer service, treatment and training of employees, packaging, advertising, stationery, and quality of products and services Brand Architecture
Disadvantage Corporate brand, umbrella brand, and family brand •At risk if there is a problem with sub-brand
No segmentation allowed in advertising
Individual brands cant be developed easily
Brand Architecture
Endorsed brands, Dual Brands and sub-brands - For example, Nestle KitKat, Cadbury Dairy Milk •These brands include a parent brand but they have their own niche and personality •Subbrands can help differentiate and boost corporate brand and drive brand preference. •Subbrands can become umbrella names for a family of products extensions •Is more expensive than corporate brands and takes longer time to develop

Brand...
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