BRAND ARCHITECTURE
HOW MANY BRAND ARCHITECTURE MODELS ARE THERE?
THREE
GIVE AN EXAMPLE OF THIS MODEL
P&G-UNILEVER
WHAT IS CONSISTENT IN THE BRANDED HOUSE MODEL?
LOGO, COMPANY NAME, SLOGAN AND OVERALL TACTICS AND STRATEGY
TRUE OR FALSE, BRANDS CAN OPERATE BOTH DEPENDENTLY OR INDEPENDENTLY FROM PARENT ORGANIZATION WITHIN THIS MODEL?
TRUE
WHAT IS BRAND ARCHITECTURE?
the role of a brand and is a guideline for the internal relationship between all brands in an organization.
WHAT IS THE MAIN FEATURE OF THIS MODEL?
Collection of distinct brands that people might or might not be aware of these brands ad work independently.
WHAT IS DIFFERENT WITHIN THE BRANDS IN THE BRANDED HOUSE MODELS?
PRODUCT NAMES AND OFFERINGS
NAME 1 ADVANTAGE OF THIS MODEL
Best of both worlds,Flexible to enter new segments like HOB,Awareness of parent company helps when entering new markets
WHAT ARE THE 3 QUESTIONS THAT MAKE UP BRAND ARCHITECTURE?
WHERE WILL THE BRAND BE POSITIONED, WHICH ROLE WILL IT PLAY ,WHAT WILL THE RELATIONSHIP WITH OTHER BRANDS BE LIKE?
THEY DO NOT KNOW WHAT REPRESENTS THE PARENT COMPANY
NAME 1 ADVANTAGE OF THIS MODEL
Consistent Visibility boosts parent brand,
Reduced confusion for customers,Cost efficient
WHAT IS THE NATURE OF MOST BLENDED HOUSE BRANDS?
MERGERS OR ACQUISITION
WHAT IS THE IMPORTANCE OF BRAND ARCHITECTURE FOR AN ORGANIZATION?
when introducing new brands , it defines the role and position of it and it helps organize your entire portfolio of brands
It provides several brands with various strategies targeting different audiences and therefore increased reach
Risk by association,Potential dilution of parent company,Inflexible and costly to build brand equity
THE MARKETING TEAM
NAME 2 BENEFITS OF BRAND ARCHITECTURE
Increased market place clarity,Higher revenue through Cross selling,Higher and better brand equity,Better company culture,More effective change management and adaptation
IS THE PARENT COMPAY'S REPUTATION PRESERVED WITHIN THIS MODEL? WHY?
yes as brands are independent and if one underperforms it is not directly tied
DEPENDENTLY WHILST FOLLOWING THE OVERALL STRATEGY AND GUIDELINES OF PARENT BRAND
WHAT ARE THE 2 WAYS BRANDS CAN GET MAXIMUM BENEFIT FROM?
INDEPENDENCE OR ENDORSEMENT