BRAND ARCHITECTURE

Akash C.MathapatiAsst Professor – Marketing Area

Kirloskar Institute of Advanced Management Studiesakashcm@gmail.com

Akash C.Mathapati

Akash C.Mathapati

Akash C.Mathapati

Linchpin Brand• will directly influence significant sales

and market position in the future• Leveraging point of major business are

or future of company

Akash C.Mathapati

iPhone

Akash C.Mathapati

• iPhone is such a linchpin brand product for Apple company, because it represents the future ability to control a substantial and critical segment in the mobile phone industry

• Moreover, iPhone can be sorted into

high, medium and low priorities in term of the impact on the target brand and the cost involved

Linchpin Brand

Akash C.Mathapati

Branded Energizers

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• is any brand product, promotion, sponsorship, symbol, program, or other entity that by association significantly enhances and energizes a target brand.

Akash C.Mathapati

iTunes

Akash C.Mathapati

• iTunes is a kind of either branded product or program for any people to easily download free music, video clips, movies and etc. This program is provided association of the branded energizer between Apple company and target brand.

• iTunes, branded energizers, is an entity that can live beyond the Apple product and its use, such as iPod,.

• Moreover, this program can increase awareness and energy to Apple company for both of Apple and Microsoft users.

Branded Energizers

Akash C.Mathapati

Silver bullet brand

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• is the brands that can play a strategically significant role to positively change or support the image of another brand.

• The specification of a silver bullet role creates some rather fundamental changes in how a brand should be funded and managed.

Akash C.Mathapati

iPod

Akash C.Mathapati

Silver bullet brandAs an iPod is a small product which it easily and conveniently to use. It can contain a lot of music. This branded product is the cheapest price while comparing with other Apple product ,and it is also the best selling product,. iPod has many great qualifications at a cheap price thus it can play a strategically significant role to positively change or support the image of Apple company and other Apple brand.

Akash C.Mathapati

Cash Cow brand

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• is a brand that does not require as much investment as other portfolio brands. The sales may be stagnant or slowly declining, but there is a hard-core loyal customer base that is unlikely to leave the brand, for example MacBook.

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MacBook

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Brand Portfolio Structure

• The brand in the portfolio have a relationship with each other

• Three approaches to present portfolio structure– Brand groupings– Brand hierarchical trees– Brand range

Akash C.Mathapati

Brand Grouping

• A brand grouping or configuration is a logical grouping of brands that have a meaningful characteristic in common

• E.g., of Ralph Lauren– Segment (men or women)– Product (clothing or products for the

home)– Quality (designer to premium)– Design (classic or contemporary)Akash C.Mathapati

Brand Hierarchy Tree

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Kraft’s Brand Range

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Casting your New Brand Architecture

• Crafting a new brand architecture is like casting actors in a play. Who is the star and who is in the chorus line?

• There is a process for solving brand architecture problems. Without a structured process, it’s easy to get caught in a swamp of conflicting priorities and agendas

Akash C.Mathapati

Key steps in the brand architecture process:

• Audit what you have• Keep your business strategy in plain

sight• Separate the stars from the

supporting cast• How well known is the brand among key

audiences?• What images and associations does each brand

evoke?• Does the brand have a top three position

within its category?Akash C.Mathapati

• Does the brand have a unique role or does it overlap with other brands in your portfolio?

• Is the brand appropriate for new products/services, audiences, or geographies?

• Is the brand in a high-growth category or in a strategically important area?

• Is it a strong revenue generator?• Will the company invest in the brand and

product line?

Akash C.Mathapati

• Consider company structure• Create visual prototypes

Akash C.Mathapati