Brand architecture models pdf

Brand Architecture.ppt - Free download as Powerpoint Presentation (.ppt), PDF File (.pdf), Text File (.txt) or view presentation slides online. Branded house, house of brands, revisiting the brand, brand extensions Brand architecture is the way we organise, manage and go to market with brands. Think of it as the external face of our business strategy. To work effectively, the architecture must be well defined, reflect a clear understanding of the market and the brand strategies of our competitors, and align and support our business goals and objectives. BRAND ARCHITECTURE | Primary Sub-Brands 11 FORMAL LOCKUPS INFORMAL LOCKUPS Our formal lockups always use the full name of our primary sub-brand entities, including the descriptor "College of" or "Office of." These lockups are always set on two lines for consistency. Line breaks should occur after the descriptor, except Companies might sell different products or offer different portfolio of services that need to be in some way structured - that's why companies develop brand architectures. Brand architecture definition: Brand architecture refers to the hierarchy of brands within a single company and brings order. Three Main Brand Architecture Models. There are many different models of designing brand architecture, though most of them have their roots in the seminal brand work of Dr David Aaker, who coined the terms House of Brands, Branded House and hybrid models. Brand architecture is a strategic roadmap for present and future success. Brand architecture defines the different levels within your brand and provides a hierarchy that explains the relationships between the different products, services, and components that make up your company's portfolio of offerings. Brand architecture is not your brand strategy, your brand systems (logo, slogans, tag-lines and visual imagery) or your brand marketing plan. It is a higher-level plan of your brand ecosystem, so you can determine how to best build and scale your brand over time. Specifically, it sets out your plan to build one brand or multiple brands. B2B brand architecture is a function of two key dimensions: the orga- nizational structure, in particular, the extent to which a firm is centralized or decentralized (in terms of its prod- uct range, sales, and marketing); and the extent to which the firm's market offerings are standardized versus Brand architecture 1. BRAND ARCHITECTURE What is Brand Architecture?Brand Architecture is the structure of brands within and organisational identity.It is the way in which the brands in a company portfolio are related to - or differentiated from -one another. The focus of this lecture is to introduce you to the components of brand architecture and the models that exist. Let's begin by looking at a brand portfolio so you know what you could be facing. Yes, at first it might seem like a monster with seven heads, each with someone behind it pushing in one different direction. Brand Architecture Examples from Top Brands. Corporate Dominant Brand Architecture Model. Google is an example of a parent identity that has created tight relationships between itself and its services. Called a "Corporate Dominant" brand architecture model, and often a "Branded House", this model uses the parent identity to form a Despite evidence suggesting a growing incidence of brand architecture strategies beyond the branded house (e.g., Boeing or IBM) and house-of-brands (e.g., P&G's Tide and Cheer), and re