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Co-driver
(Partners)
Endorser
SubBrand
Ingredien
t
Corporate
Corporate
Business
Business
Unit
Unit
Products
Products
Products
Products
Business
Business
Unit
Unit
Customer Experience
Recognized Kelloggs
master brand was
underleveraged
Endorsed
Endorsed
House of Brands
House of Brands
Unilever
Unilever
Hybrids
Hybrid
Telstra
Solutions Spectrum
Hybrid Solution
Independent brands,
each maximizing its
impact on the market.
Branded
House
House of
Brands
18
Hybrid Solution
Independent brands,
each maximizing its
impact on the market.
Branded
House
House of
Brands
19
20
Questions to consider:
Independent brands,
each maximizing its
impact on the market.
Branded
House
House of
Brands
Target single or
few segments
Reinforce a
global
organization
mindset
Many synergies
to be leveraged
Target multiple
segments
Address
individual
geographies
Few synergies to
be leveraged
21
22
Description
Strategic
Distinguisher
Cash Cow
Money making brand that does not represent future signifcant growth.
Corporate
Fighter/Flanker
Cash Cows
generate
revenue for
other
investments
Distinguisher
brands
provide
added
interest
NA
(J. Crew)
(Microsoft)
24
Fighters/Flank
ers protect
other
category
brands
Brand
Architecture
Mapping
Alternatives
Development
Evaluation of
Alternatives
Which
architecture
alternative best
fits the short and
long-term
business and
[architecture] should not be seen as a formal design problem but
rather
a
brand
objectives?
matter of deciding on the value flows to be created between the different parts
and products of a company. As such it affects the value of the company.
Jean-Noel Kapferer, The New Strategic Brand Management, 2012
25
Getting Started
Grow Brands
Carefully
26