D iyah - PowerPoint Presentation

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Diyah Ayu Amalia Avina M.SiNIP 198212302008122003D_avina@ub.ac.id

BRAND ARCHITECTURE (brand structures)Slide2
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Brand architecture / brand struCture(S)Brand “structure” is also known as brand “architecture”BA provides a map of relationships between all of the brands in a company’s portfolio. It helps companies to define the relationship between the different brands and provides an overview that is easily managed.Slide4

The brand structure will cover a picture of the whole brand ‘family’, including the relationship between the parent brand and its sub-brands, the relationships among sub-brands themselves and also to brand extensions.(Davis, 2009:40)Slide5

Brand Architecture? Brand architecture is an organizing structure of the brand portfolio that specifies brand roles and the nature of relationships between brands. (Aaker. 2000:8)California management review vol 42 no 4 Summer 2000Slide6

HOW TO COMMUNICATE BASED ON Brand Architecture.. (2)Some corporations choose to communicate the corporate brand to the market while others choose to market product brands to specific segments and keep the corporate brand in the background (Tilde Helding, Charlotte F. Knudtzen and Mogens Bjerre 2009: 10) Slide7

Function of Brand architecture A BA / BS helps the brand manager understand the role and contribution of each brand to the overall success of the business.It can facilitate decisions on how to invest in specific brands, or whether they should be disposed of, rebranded or retired. It should also offer a clear view of which brands are owned by whom

, as well as the distinctive benefits of each brand. (davis, 2009:40)Slide8

Immutable Law of ContractionA brand becomes stronger when you narrow its focus

BRAND ARCITECTURE

The Economist is red and daring.

Provocative, brutally honest and non-conformistSlide9

UMBRELLA BRAND : Parent brand – sub brand & ACQUIRING BRAND Slide10

UMBRELLA BRAND : PARENTS BRAND – SUB BRANDSBrands can be structured into families with the parent brand as the ‘umbrella brand’ owning a number of sub-brands. (Davis, 2005:52) Slide11

The “parent” brands and SUB BRANDThe sub-brands may each have separate identities, which bear little resemblance to each other, and may even compete across audiences The majority of parent brands are low- profile holding companies, with an audience of investors and the press.There is currently debate as to whetherthe ‘parent’ should have a separate brand identity from its sub-brands. Slide12

The “parent” brands and SUB BRANDSome brands now invest in making the ‘parent’ brand visible to the consumer, where previously the corporate brand was only relevant to the investor community and employees. example: NESTLE has become a well-known brand, even though its product brands are more relevant to the consumer.  MILO, KITKATSlide13

Acquiring brandsACQUISITION OF ONE “BRAND” BY ANOTHER COMPANYAcquiring brands can potentially backfire when a large multinational corporation purchases a smaller, niche brand. If it is going to work, the audience must view the association as credible, or the niche brand must be allowed to retain its identity.Slide14

Example of acquiring brand : L’Oréal acquired The Body Shop in 2006, when its brand reputation as an environmentally conscious, pro fair trade company (set up and formerly owned by the entrepreneur and social activist Dame Anita Roddick) was firmly established..Slide15

However, there was concern amongst some customers that its strong ethical stance against animal testing, its vocal promotion of human rights and support for local communities would not continue to be adopted by L’Oréal, the world's largest cosmetics brand. Years later, it is clear that The Body Shop has stayed true to its heritage, remaining the original ethical beauty brandSlide16

BRAND ARCHITECTURE BY OLINS (1990)(Tilde Helding, Charlotte F. Knudtzen and Mogens Bjerre 2009:10)Slide17

BRAND ARCHITECTURE BY OLINS (1990)(Tilde Helding, Charlotte F. Knudtzen and Mogens Bjerre 2009:10)Slide18

BRAND ARCHITECTURE BY OLINS (1990)(Tilde Helding, Charlotte F. Knudtzen and Mogens Bjerre 2009:10)Slide19

BRAND ARCHITECTURE BY OLINS (1990)(Tilde Helding, Charlotte F. Knudtzen and Mogens Bjerre 2009:10)Slide20

Brand architecture FORM MELISSA DAVIS (Davis, 2009) Slide21

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House of BrandsOften dictated by corporate strategy. Core competence of the firm is marketing / branding Ex : P&G  “big” with the channel Multiple independent brands allows company to fill each nicheHelps brand focus

Gives an opportunity for the company to focus on each brand and contract its scope.Slide23

Endorsed BrandEndorsement used as a device to transfer brand assets from one brand (corporate) to anotherTitan from TATA, transferring trust : car  truck water  hotel room(Holding company ) (

satu nama – berbagai

jenis produk

)

Danger of diluting the equity of endorsing brand

Best as a transitional strategy

Gain, from makers of ArielSlide24

Sub (super ) BrandInside out branding Company pushes core brand in different directions – (lini hampir sama/ sejenis hanya

beda target market) Becareful

: Sub-branding can destroy what branding buildsDKNY, DKNY mens wear, DKNY kidsSlide25

Branded HouseConsumers buy brands, not companiesDanger of branded house, being many things to one group of peopleVirgin? Does “Virgin trains” work? May motivate trade, so might be useful for PR purposes with trade/other stakeholders

P& G waySlide26

Immutable Law of ExpansionBrand’s power inversely proportional to scope.

The Volkswagen bus ad, talked only about ‘plenty of room’Slide27

group brands into families. BRAND FAMILIESSlide28
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1. The corporate brand The corporate brand role depends on how prominent the company is in the brand proposition. It may include elements of social or business conduct, the relationship with suppliers and distribution channels and also be the employee brand (or internal facing brand).  activities of company as a whole Pure corporate brands are rare, but include companies such as General Electric and Philips, where all the products reflect the same brand as the company.

Ge

is a corporate that support energy saver, better payment for the employee, Slide30

3. Individual brandHere the brand may sit within the family with no obvious link to any of its siblings. For example, pampers products are owned by P&G but they have a strong, clearly identifiable, standalone presence within the brand family.(downy or pampers as individual brand) Slide31

2. Family or umbrella brands?These brands support various products or services under the same name in different markets, such as Sony. Sometimes the umbrella brand may seem indistinguishable from a corporate brand; however, its role is different as it relates to the products and services rather than the activities of the company as a whole.

Sony products : good qualitySlide32

4. Modifier brandsThese are product or service variants on a strong brand that will add a particular new attribute to the original brand. Modifier brands include Coke Zero as part of the Coca-Cola family, or the beer, Miller Lite.Slide33

5. Brand extensionsBrand extensions help a brand expand their audiences while innovating the existing brand. They build on the trust and loyalty of their audience and can also push the brand into more adventurous areas. For example, large supermarket chains now sell financial services under their own brand; fashion lines and clothing shops sell home interiors. The ability to extend a brand will depend on how well it is established in the current market and how translatable the brand attributes are to new markets and opportunities.Slide34
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SOURCESlide36

referenceBrandchannel.com