Therefore, company can fill up different market sections through diversifying its product range. Through multi branding a corporation can target several segment on the market and fill the purchase price gaps. Multi branding is a good strategy but sometime it fails as a result of poor management.
Two shorthand terms are often used to describe how an organization manages its brand architecture: The purpose of brand architecture is to addresses each of the following: Organizations often find themselves at a stage in their development in which the number of brands and named products that they are managing has gotten out of control.
This could be due to a series of mergers and acquisitions or the continuous growth of new products and services over time. These organizations find that their portfolios of brands and other named entities have gotten too difficult or expensive to manage.
Frequently, there are no naming standards. Each new product or service is named as it is created, with no view to the overall picture. And sometimes, employees are creating variations or new versions of existing brands for entities and programs such as internal training programs, company picnics or employee reward programs.
If some or all of this applies to your organization, you likely need help clarifying and simplifying your branding structure. Here are the reasons a company might want to maintain different brands or sub-brands: If there are channel conflict issues, especially if key customers who resell to the end consumer want to offer something different from competitors.
If the same or very similar products are sold at different price points — separate brands or sub-brands create more distance between the offerings. If one set of products are upscale or premium, while the other are standard or value products. If one brand appeals to a very different market segment with different needs from the other brand making the messaging different.
Usually, there is no significant danger to linking brands, especially if one is endorsed by the other. Brand endorsement indicates the linkage but also creates some distance between the two brands.
Endorsed brands make the parent brand relevant or at least increases its awareness to the market served by the endorsed brand. The advantage of using fewer brands or a singular brand is marketing efficiency in brand building and customer communication.
There are no absolute rules that apply in all brand architecture situations, however here are some simple rules of thumb: It should not be designed to reflect legal entities or internal organization structure.
This requires a deep understanding of those segments. We bring a recommendation into the workshop but then proceed to work through every possible brand architecture scenario with our clients to make sure the system is robust and able to address every current and future situation.
For ROHL to claim their place, we first needed to clarify their Brand Architecture and determine how to leverage their exclusive relationships with their vendors. Brand architecture and branding analysis "A brand is name, term, sign, symbol or design or a mixture, designed to identify the products or services of 1 seller and also to identify them from those of competition" American marketing Connection AUGUST& BRANDAMPLITUDE,LLC & &&&&& && BENEFITS)OFACLEARARCHITECTURE) Brand&architecture&helps&organizaons&structure&their&brands&and&products&to&drive&value&.
For example, this week a global brand that is moving through a busy period of mergers and acquisitions contacted us to lead their brand architecture strategy effort. Based on their needs, this is the output they can expect from our brand architecture workshop: What the overall brand architecture should be, including to what degree you should be a house of brands versus a branded house How to treat acquired brands How to relate sub-brands to the parent brand How aggressively to transition other brands to the parent brand identity How to treat sub-brands when they are necessary Appropriate naming conventions Our brand architecture workshop has been validated by a wide range of organizations and results in the following advantages: Brand architecture design is one of the most difficult of all the brand management tasks, not only because of the egos and the politics but also because of its complexity and the need for it to anticipate a wide range of future scenarios.
Never underestimate the value of taking the time to think through your brand architecture strategy.This article explores key insights on brand architecture, or the organisation of a brand portfolio, highlighting methods and techniques to maximise the value of a portfolio while keeping clarity for consumers and employees.
The middle ground between these two main brand architecture strategies is a hybrid brand architecture: a company that is branded like Marriott, with one main brand with themes and elements that carry throughout the branding for several sub brands.
Brand architecture and branding analysis "A brand is name, term, sign, symbol or design or a mixture, designed to identify the products or services of 1 seller and also to identify them from those of competition" American marketing Connection 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.
Brand Architecture “Brand architecture refers to the hierarchy of brands within a single company. It is the interrelationship of the parent company, subsidiary companies, products, and services, and should mirror the marketing strategy”.
It is the responsibility of brand architecture to make sure that every chunk fits its required place in the greater picture. The brand architecture makes the structural plans, assures that the work is seamless, and adheres to a definite time-period.