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    Nancy suri
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    The document discusses brand portfolio mapping and the need for a new approach called a "brand molecule". Traditional brand mapping arranged all of a company's brands in a simple hierarchy but the new approach maps all brands that influence customer decisions, whether owned by the company or not. It involves taking inventory of relevant brands, classifying them, and mapping their relationships to show influences on customers' perceptions and choices through a three-dimensional graphical molecule. This helps challenge assumptions and gain new strategic insights.

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    The document discusses brand portfolio mapping and the need for a new approach called a "brand molecule". Traditional brand mapping arranged all of a company's brands in a simple hierarchy but the new approach maps all brands that influence customer decisions, whether owned by the company or not. It involves taking inventory of relevant brands, classifying them, and mapping their relationships to show influences on customers' perceptions and choices through a three-dimensional graphical molecule. This helps challenge assumptions and gain new strategic insights.

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    18 views9 pages

    CB Article - Group 4

    Uploaded by

    Nancy suri
    The document discusses brand portfolio mapping and the need for a new approach called a "brand molecule". Traditional brand mapping arranged all of a company's brands in a simple hierarchy but the new approach maps all brands that influence customer decisions, whether owned by the company or not. It involves taking inventory of relevant brands, classifying them, and mapping their relationships to show influences on customers' perceptions and choices through a three-dimensional graphical molecule. This helps challenge assumptions and gain new strategic insights.

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    of 9

    See your brand through

    customers eyes
    Brand portfolio molecule

    Group 2

    Mounika Goddeti (M098-19)


    Roshan Shukla (M039-19)
    Shipra Singh (M183- 19)
    Srishti (M198-19)
    Wayne D’Souza (M174-19)
    In the traditional approach, the appeal of the
    advertising was sufficient to manage them as
    stand-alone entities.
    What's needed is an entirely new mapping tool that
    reflects the way brands actually appear to
    customers.

    In the new approach, the company's portfolio we include


    all the brands that factor into a consumer's decision to
    buy a product, whether or not the company owns them.

    A conventional map arranges all of a company's


    brands into a simple hierarchy, with the corporate
    brand at the top.

    Why This is known as brand portfolio


    Why the need.?
    The answer lies in a 360-degree perspective, one
    Brand portfolio that reflects both the workings of the internal
    organization and the perceptions of the external
    marketplace. Brand mapping, in other words,
    Molecule needs to become three-dimensional.
    • The three steps involved in • Taking Inventory - A broad
    creating a brand molecule brainstorming effort, asking
    managers from across your
    • Taking inventory of the brands organization- R&D, manufacturing,
    that influence customers' promotions, sales-to list any brands
    perceptions and choices they feel should be considered for
    the portfolio.
    • Classifying those brands
    • Existing market research-
    • Mapping the molecule
    How is it done.? quantitative brand-tracking studies,
    focus groups, home use tests, and
    so on-can also be a valuable source
    of information.
    • Classifying Those Brands -

    • Five questions:
    Mapping the molecule –
    • How important is this brand to
    • Help you challenge your customers' purchase decisions
    marketing assumptions and about the brand being mapped?
    gain new insight into your • Is its influence positive or negative?
    brand strategy. • What market position does this
    • can also identify brand occupy relative to the other
    opportunities for brand brands in the portfolio?
    extensions (where holes
    • How does this brand connect to the
    exist), umbrella brands other brands in the portfolio?
    (where clusters exist), and
    other branding tactics that • How much control do you have over
    this brand?
    can increase the
    effectiveness and efficiency
    of your marketing
    MILLER
    MOLECULE
    Explanation

    • The largest atom in the portfolio is the lead brand. Midsize atoms are strategic brands. The
    smallest atoms in the portfolio are support brands.

    • In any molecule, the central atom is always the most influential brand -what we call the lead
    brand. In Miller’s Molecule, the central atom is Miller Itself.

    • Colour coding - positive influence (green), a negative influence (red), or a neutral influence
    (blue) on the customer's buying decision.

    • A single link represent the direct relationship A string of links shows an indirect relationship
    The width of the link indicates degree of control. The thicker the link, the easier it is for
    managers to wield control over that brand.

    • Nodes: Atoms of any size that have open links as well as links to other atoms are nodes.

    • The usefulness of the molecule tool lies in its ability to show all these forces in a clear,
    graphical way.
    Molecular View of Royal Challenge
    Thank You

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