Keys To Brand Architecture Strategy
June 14, 20123 min
Brand architecture issues almost always arise in the midst of our brand consulting assignments. Following are the most frequent problems we encounter with our clients:
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Brand Architecture - Page 11 of 13 - 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.
Winning With New Categories And Subcategories
June 22, 20114 min
The way to win in the marketplace, to gain profitable growth, is not to be preferred over competitor brands in established subcategories but, rather, to generate offerings so innovative that they create new categories or subcategories making competitors irrelevant.
What Brands Can Learn From The Brown Rat
August 4, 20104 min
Last Sunday, GM announced plans to introduce a new car brand into the Chinese market.
Toyota’s Brand Problems Begin At Its Core
March 22, 20103 min
Recently Toyota’s Japanese president, Akio Toyoda, faced a US-style dressing down when he appeared before a Congressional hearing in Washington DC.
Merging On The Ridiculous
February 4, 20093 min
The chaotic situation in the financial sector is creating a branding headache for banks’ marketers.