brand portfolio

Topics: Brand, Sony Financial, Logo Pages: 13 (866 words) Published: November 12, 2013
BRAND PORTFOLIO
METAPHORS
BASED ON AAKER’S BRAND PORTFOLIO STRATEGY

Kent Dahl
kentd@kth.se

Different Relevancein Different Contexts

Proffesional
World

Indek/IPD,
Guest
Lecturer

Master 
Thesis, 
Endorsed
by Uggla

Educational
World

Educational
Music World

Professional 
Music World

Music World

Internal& ExternalPerspectives

What a 
weak sub‐
brand!

Portfolio Roles

No, it’s a 
Linchpin
brand!

Product Defining Roles

ProductDefiningRoles
Master brand
Endorser brand
Subbrands
Descriptors
Produkt brands
Umbrella brands
Branded differentiators
Co‐brands
Driver roles

Portfolio Roles
Strategic brands 
current power brand
future power brand
linchpin brand

Branded energizers
Silver bullets
Flanker brands
Cash cow brands

The FootballMetaphor

“Working as a cohesive unit is equally important in football  as it is in brand portfolio management”. 

The Swedish FootballPortfolio
Current
Power 
Brand & 
Silver 
Bullet

Cash‐cow
Brand

Future
Power 
Brand

Linchpin
Brand

Flanker 
Brand
Branded
Energizer

Sony
Spans a spectrum of categories
Many invented by Sony itself
Wide brand scope energy & differentiation

Core; Innovative technology
Many sources continuous flow
Innovative subbrands 
Credibility of masterbrand

Subbrands –BrandedEnergizers
Endorsed brand
Current PB + 
Silver Bullet
Feature: Dual 
Shock, GTA. 
Linchpin Silver 
Bullet

Silver Bullet, 
Feature:
iLink Digital 
Interface
Being
disconnected?

Feature: Optical
Steady Shot
Japan

Energy

MICROMV, Steady Shot, 
Memory Stick Media

Helped Sony define
category (trend driver), 
now cash‐cow, BD for 
phones

DreamlinkMembershipProgram–BrandedProgram
Important
point of 
difference

1. Weekly notificatons, special offers, contests
2. Earn points by reading & clicking through Sony websites

Sony Financial Services 1(2)
Sony Life, Sony Assurance & Sony Finance
Little connection to the core values
Damage associations of master brand?
Linchpin brands, but too connected?

What could
have been
done
instead?

Sony Financial Services 2(2)
More focus towards innovative technology 
Usage of a branded differentiator (service) to 
visualize the offering
Endorsement with a known connection, (Playstation)

HP
1. Hundreds of 
acquisitions over 
the years
2. Branded House, 
building a strong 
master brand
3. Compaq? 
Product brand in 
HP portfolio

HP Color Laserjet 5500, with HP imageREttechnology
Master
brand

Sub + descriptor = 
Product Brand

Branded
Differentiator

•Brand grouping:  Laserjet endorsing the family (Deskjet, Scanjet, Inkjet) •Portfolio graphics: Colour, package & tagline seperates subbrands

The Successof the HP brand 1(2)

Which factors have contributed to the success of the 
HP brand?

The Successof the HP brand 2(2)
1. Quality associations 
through master brand 
(business)
2. Relevance through
campaigns?
3. Benefiting from Apple 
associations?

Which factors have contributed to the success of the 
HP brand?

Adidas

1. Other parts of the Adidas brand: Reebok, Rockport & TaylorMade (golf)  2. Different focuses of the Adidas brand: Performance, Style & Originals

Adidas, BrandedEnergizers

Branded
Sponsorship

Adidas, BrandedDifferentiators

MI Adidas: Branded feature, customized fit for every foot, choose colors & details Clima: Branded ingredient, technology to keep a body dry by drawing away sweat from the skin

H&M
Clothing

Footwear

Cosmetics

H&M 
Home, 
Linchpin?

H&M, BrandedEnergizers

H&M, BrandedDifferentiators
H&M Club
Exclusive offers, news
Invitations to premiers
Chance to win trips, concert tickets
Branded service, POD  POP

Apple -Iphone
Branded
Energizers: 
iMac, iPod, 
iPhone
Consistent
communication
Edgy brand with 
pros & cons

Steve Jobs

Entertain your customer! Stay relevant!...
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • Portfolio Essay
  • Portfolio Analysis Essay
  • Paper Portfolio
  • Portfolio Management Essay
  • Modern Portfolio Theory Essay
  • Essay on Diversification in Stock Portfolios
  • Essay about post modern portfolio theory
  • Portfolio management Essay

Become a StudyMode Member

Sign Up - It's Free