Should Your Brand(s) Consolidate?
February 27, 20174 min
There’s an interesting polarization going on right now in terms of brand size.
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Brand Architecture - Page 4 of 12 - 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.
Sound Brand Architecture Requires Killing The Weak
December 1, 20164 min
A few months back, when Marriott International was given government approval to acquire Starwood Hotels and Resorts Worldwide, there was no question that this was the biggest deal in the history of the modern hotel business.
Parent Brand Sub-Brand Relationships
August 30, 20164 min
Parents and children have special relationships, be they people or brands. From a brand architecture perspective parent brands are usually known as the “corporate brand” or even technically speaking the “holding company.” It is the originator and owner of what usually becomes the “family of brands,” with each family member dedicated to reaching and fulfilling a specific opportunity or need in the marketplace.
What Brands Gain From Sound Brand Architecture
April 19, 20161 min
Today a brief brand architecture story to share. Back in the early 90s, not long after Nestlé had acquired the Carnation company it decided to start using the Nestlé brand as an endorsement on most of its products.
The Strategy And Death Of The Scion Brand
February 17, 20163 min
Scion, offshoot of Toyota and heir to the fortune, is dead. Sometimes criticized for its ugly appearance: “A car which can easily be mistaken for an abandoned fridge when parked,” it tried hard to be one of the cool kids. But, in the end, it didn’t make enough young friends, it cost its parents too much money, so they killed it.