Brand Portfolio Strategy And Brand Architecture Pdf

brand portfolio strategy and brand architecture pdf

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While companies choose to brand their products and services in many different ways, there are some central tenets that help define an optimal brand portfolio and associated brand architecture. Brand portfolio strategy involves the design, deployment, and management of multiple brands as a coordinated portfolio of meaning-based assets that address the needs of diverse customers in a marketplace and maximize return while minimizing risk. It specifies the optimal portfolio of brands a company should maintain for comprehensive market coverage with minimal overlap, determines the role and scope of each brand in the portfolio, and designs a strategic, logical, and efficient brand architecture that knits the brands together into an interdependent system. Done well, it informs the allocation of investment across brands, identifies underperforming brands as candidates for pruning or revitalization, and pinpoints gaps in the portfolio that indicate growth opportunities for new brands.

Brand architecture and brands portfolio: a clarification

Skip to search form Skip to main content You are currently offline. Some features of the site may not work correctly. DOI: Marketing literature offers various definitions about what brand portfolio is. In this paper, brand portfolio strategy can be understood as how firms manage their brands and sub-brands within a tar

Below are the available bulk discount rates for each individual item when you purchase a certain amount. Register as a Premium Educator at hbsp. Publication Date: August 24, Source: Harvard Business School. While companies choose to brand their products and services in many different ways, there are some central tenets that help define an optimal brand portfolio and associated brand architecture. Brand portfolio strategy involves the design, deployment, and management of multiple brands as a coordinated portfolio of meaning-based assets that address the needs of diverse customers in a marketplace and maximize return while minimizing risk. It specifies the optimal portfolio of brands a company should maintain for comprehensive market coverage with minimal overlap, determines the role and scope of each brand in the portfolio, and designs a strategic, logical, and efficient brand architecture that knits the brands together into an interdependent system.

This research aims to clarify the nature of the links between brand architecture and brands portfolio. Although these two themes have been the focus of significant research, the question of a link between the two concepts has not truly been asked; and yet the major role of brands raises the question of brand optimisation and balance at the core of an individual company. After having clarified the two concepts by way of synthesising various works, the paper examines the similarities, differences, complementarities and oppositions between these two methods of organising and utilising brands. The combination of these two approaches allows going beyond the idea of competition at the individual brand level and rather to replace that with a metadimension better suited to reconcile the needs expressed by consumers with organisational logistics and company profitability. The discussion distinguishes clearly the concept of brand architecture from the one of brand portfolio and shows their contribution to a stronger link between marketing and strategy.

Brand architecture and brands portfolio: a clarification

By: Jill Avery. Abstract While companies choose to brand their products and services in many different ways, there are some central tenets that help define an optimal brand portfolio and associated brand architecture. Brand portfolio strategy involves the design, deployment, and management of multiple brands as a coordinated portfolio of meaning-based assets that address the needs of diverse customers in a marketplace and maximize return while minimizing risk. It specifies the optimal portfolio of brands a company should maintain for comprehensive market coverage with minimal overlap, determines the role and scope of each brand in the portfolio, and designs a strategic, logical, and efficient brand architecture that knits the brands together into an interdependent system. Done well, it informs the allocation of investment across brands, identifies underperforming brands as candidates for pruning or revitalization, and pinpoints gaps in the portfolio that indicate growth opportunities for new brands.

It must align with and support business goals and strategies. Different business strategies require different brand architectures. Neither type is better than the other. Some companies use a mix of both. Check for these criteria: the perceived or potential credibility of the brands in that space — the perceptual license; whether or not the company currently has or can develop competencies in that space — the organizational capabilities; and whether the size and current or potential growth of the market is significant enough to merit exploitation and investment — the market opportunity.

Senior Lecturer Jill Avery prepared this note as the basis for class discussion. To order copies or request permission to reproduce materials, call , write Harvard Business School Publishing, Boston, MA , or go to www. This publication may not be digitized, photocopied, or otherwise reproduced, posted, or transmitted, without the permission of Harvard Business School. While companies choose to brand their products and services in many different ways, there are some central tenets that help define an optimal brand portfolio and associated brand architecture. Brand portfolio strategy involves the design, deployment, and management of multiple brands as a coordinated portfolio of meaning-based assets that address the needs of diverse customers in a marketplace and maximize return while minimizing risk.

Brand Portfolio Strategy and Brand Architecture

You might be surprised to know that this is a common problem. As a consultant, I received numerous calls from clients asking for help in understanding and defining what should be in or out of their portfolios. Defining the strategic brand architecture a. Strategic brand architecture is different from design architecture read more about the different types of brand architecture. Note: Before you proceed with architecture work, you may want to establish a firm brand positioning.

This paper argues that brand portfolio management is an inevitable discipline in marketing and has to be applied in the business practice. It presents the current literature about this topic, beginning with the general branding theories, covering basics and first approaches to brand portfolio management, and also takes the international focus on brand portfolio management. It shows a case-study of the fast moving consumer goods producer Unilever. The Unilever case is analysed in detail.

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 Туннельный блок наполовину уничтожен! - крикнул техник.

Brand Portfolio Strategy and Brand Architecture

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