Brand Architecture: A Strategic Mandate For Paramount And Warner Bros.
April 2, 20268 min
Entertainment and brand architecture are now front and center as the Paramount-Warner Bros. merger unfolds.
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Brand Architecture - Branding Strategy Insider
By definition brand architecture is the logical, strategic and relational structure for your brands or put another way, it is the entity’s “family tree” of brands, sub-brands and named products. Two shorthand terms are often used to describe how an organization manages its brand architecture: 1. “Branded house” implies that most or all products and services provided by that organization primarily bear the organization’s brand name. FedEx, Google, Coca-Cola and Virgin for example. 2. “House of brands” implies that the organization’s products and services bear a wide variety of brand names as opposed to the organization’s brand name. The Kraft Heinz Company, General Motors, Pepsico and Procter & Gamble for example.
Brand Architecture: A Strategic Tool
July 16, 20257 min
As a CMO or Marketing Director, you’ll know that companies tend to get more complicated as they grow. You may have inherited a chaotic brand portfolio, one that has grown arms and legs from multiple acquisitions, innovations, or the isolated actions of siloed business units. There may still be legacy names in use and parts of the business that have never been fully integrated. Now it’s your job to bring clarity, drive growth, and make...
The Luxury Strategy Burberry Needs Right Now
September 16, 20246 min
It is difficult to turn an iconic, affordable, available, statement brand into an exclusive, high-touch, rare, luxury brand, particularly when customers do not envision the brand as a competitor of Hermès, Maserati, Rosewood Hotels, or Cartier.
Brand Architecture For Competitive Advantage
March 18, 20245 min
Corporate growth often depends on a company building or buying multiple brands. These may exist within one or several product categories. Such a strategy can provide economies of scale. It also reduces risk. If one brand is struggling to grow, profits can be diverted to brands or categories with greater growth potential.
The Impact Of A Brand Architecture Policy
January 11, 20246 min
One overlooked area in brand-business learning is the necessity for creating and implementing a brand-business architecture policy. Why is a brand-business architecture policy necessary?