Professional Documents
Culture Documents
Brand Architecture
Brand Architecture
ARCHITECTURE
Corporate Product and Brand
Relationship
Brand Stretching
No Go Limit
Leveraged Extensions
Diversifications
Spontaneous Extensions
Brand
Extension
Core Extensions
Brand
Essence
BRAND RELATIONSHIP
SPECTRUM
A Branded House
Endorsed Brands
Branded House vs. A House of Brands
Vicks
Tata salt Head & shoulders
Tata Mobile Old spice
Tata Steel Camay
Tata Indiacom Ariel
Position
Healthy Macho
Hi Tech Hair Cream Hygiene Cold
dandruff
Whiteness protection remedy
Product - Brand Strategy
Brand Cherry
Robin Harpic Lizol Colin Disprin Mansion Brasso
Blossom
Position
A BRANDED HOUSE
Ina branded house strategy, the brand
moves from being a primary driver to more
dominant one.
The descriptive sub-brand goes from having
a minority role to little or none at all.
Eg: Virgin, Sony, Adidas, Honda
HLL
Axe
Axe Axe
Axe Axe Axe
Shaving After
Deo Soap Talc
Cream Shave
Ayurvedic Concepts
Face wash
Ayur slim Antiseptic Hair
Capsules Cream Cleanser Moisturizing
lotion
Digestive Pain Hair
Capsules conditioner Hand & body
Balm lotion
Daily Health Anti-dandruff Deep
Capsules Muscle & cleanser cleansing
Joint Rub lotion
Cough
Syrup Anti-dandruff Pimple
Hair vitalizer Cream
Umbrella Branding
Particularlyfavored by companies of east –
LG, Mitsubishi, Cannon, Bajaj , Tatas, etc.
Scores well on economics – less costly;
leveraging common brand name distributes its
investment.
Makes sense in the current environment
where there is information overload.
Amul – Bread spreads, Cheese, Mithaee range, UTH
milk, Fresh Milk, Pure Ghee, Infant Milk, Milk Powders,
Chocolates etc
Umbrella Branding
Philips
TV’s Medical
Lighting Hi - Fi
Monitors Mixers
Shaver Irons
Phones
Umbrella Branding
Maruti
Suzuki
Courtyard by Marriot
Brand
Product- Market Portfolio
Context Roles Portfolio Roles
• Strategic brands
•Sub brands
• Linchpin brands
•Benefit Brands
• Silver bullet
•Co Brands Brand • Cash cow brands
Architecture
Brand Portfolio
Structure Portfolio Graphics
• Brand groupings • Logo
• Brand hierarchy trees
• Visual representations
• Brand range
Synergy in
Optimal Leveraged Platform
creating Clarity of
Powerful allocation of brand for future
efficiency offering
brand building assets growth
Brands visibility
resources options
associations
Brand Portfolio
Brand portfolio includes all the brands and sub brands
attached to product-market offerings.
This will include co-brands with other brands.
Linchpin Brand
Silver Bullet