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What is Brand Architecture?

Brand Architecture is the vehicle by which the


brand team functions as a unit to create synergy,
clarity and leverage.
Elements of Brand Architecture
Elements of Brand Architecture
Brand Portfolio

Portfolio Roles

Brand market context roles

Brand portfolio structure

Portfolio Graphics
Brand Portfolio
ARVIND BRANDS LTD.

Denims Casual wear Formal wear Women’s wear

Wrangler Wrangler Arrow Wrangler

Lee Lee Excaliber Lee

Newport Newport Flying


Bay Island
Machine
Ruf n Tuf Ruf n Tuf
THF
Flying Flying Machine
Machine
THF
THF Bay Island
Brand Portfolio

 Relationships within a brand portfolio


Single brand across organization
Endorsed brands
House of brands
Brand Portfolio
Case : The Japanese Giants

 Concept, practice and techniques of branding – very


different from West
 Successful brand is king, individual products and lines
have often played second fiddle
 Corporate logos
 Frequent purchasing and ever shifting trends in
Japanese society – shorter PLC’s
 Quick turnover Not enough time to develop
individual brand identities
Case : The Japanese Giants

 Solution – Attach them to corporate entities


 Examples
Sony
Yamaha
 Corporate name instantly provides authentication to the
product.
 Winds of change after 1990’s
 Less spending on product development, instead
sustenance & promotion of established products.
 Example – PS2
Elements of Brand Architecture
Brand Portfolio

Portfolio Roles

Brand market context roles

Brand portfolio structure

Portfolio Graphics
Portfolio Roles

 Strategic brands
Slate & Levis
TCS & TATA

 Linchpin brands
Park Avenue & Raymonds’s
Portfolio Roles

 Silver Bullet
Think Pad & IBM
Forhans’s Flouride & Forhans’

 Cash cow brand


Marico - Parachute
Elements of Brand Architecture
Brand Portfolio

Portfolio Roles

Brand market context roles

Brand portfolio structure

Portfolio Graphics
Brand market context roles

 Endorser and sub brands roles


Gillette Sensor
Cadbury Bournvita
 Benefit brands
Gillette & Oral B
Diet Coke
 Driver role
Cadbury’s – CDM and Bournvita
Nirma washing powdwer
Brand market context roles
Elements of Brand Architecture
Brand Portfolio

Portfolio Roles

Brand market context roles

Brand portfolio structure

Portfolio Graphics
Brand Portfolio Structure

 Brand groupings
J & J - Segment( Infant Care and Intimate Feminine Care)
Product (Healthcare and
Pharmaceuticles)
Design (Classic and Contemporary
 Brand hierarchy trees

 Brand range
Elements of Brand Architecture
Brand Portfolio

Portfolio Roles

Brand market context roles

Brand portfolio structure

Portfolio Graphics
Portfolio Graphics

 Logo

 Visual presentations
Characteristics of the ideal brand portfolio

 Analogy between the ideal brand portfolio and football


Characteristics of the ideal brand portfolio

 Fits the company’s future vision and destination


 Prioritizes markets and key segments
 Efficiently covers those priority segments
 Ruthlessly prunes out those that do not fit
 Fills gaps through new or extended brands and
acquisitions.
Case : Allied Domecq
Major mistakes in portfolio management

 Too many brands in too many segments: there may be


too many brands in relation to consumer needs, retailer
space and company ability to promote
 Duplication and overlap
 Gaps in priority market segments
 Inefficiencies in operations and the supply chain
 Diffused and therefore ineffective resource allocation.
Major mistakes in portfolio management

 Returning to the analogy


Why managing a brand portfolio is
Important

 Resource

 Efficiency

 Leverage

 Clarity
Why managing a brand portfolio is
Important

 Growth
Clear prioritization of future focus by major market
Prioritization by brand and product
Concentration of spend on priority market, brands and products
Operational cost savings through simplified business
Disposal of brands which don’t fit
Gap filling by product development and acquisition
What to do?

 Prioritizing segments

 Use consistent segment definitions across countries


Case : Unilever
Realize brand value Leverage for growth
High

DOVE

Harvest or Divest Renew brand franchise


Brand Power

Groom & Clean


Q - Tips

Low
Low Economic Power High
Examples of portfolio analysis

 BCG Matrix
Analyzing Brand
Maruti
Star – Zen
Question mark –
Swift
Cash Cow – Maruti
800
Dog – Baleno
Examples of portfolio analysis

 Quantified Portfolio Analysis


Conclusion

 Newly merged firms


General motors – Saab, Alfa Romeo, Hummer
Ford motors – Volvo, Land rover, Jaguar

 Creating “master” brands


Struggling Brand Managers

 Remove a Brand without losing disproportionate


profitability
 To reposition a brand or to create a new brand
 Will a brand help in entering new markets with
advantage over competitors
 Regional or local brands