Branch Architecture and Brand Portfolio Management and Structure
-
Upload
merriam-associates -
Category
Marketing
-
view
110 -
download
1
description
Transcript of Branch Architecture and Brand Portfolio Management and Structure
![Page 1: Branch Architecture and Brand Portfolio Management and Structure](https://reader033.fdocuments.in/reader033/viewer/2022061202/547b1a395906b581798b457a/html5/thumbnails/1.jpg)
Brand ArchitectureManaging a Brand Portfolio and Brand
Relationships
![Page 2: Branch Architecture and Brand Portfolio Management and Structure](https://reader033.fdocuments.in/reader033/viewer/2022061202/547b1a395906b581798b457a/html5/thumbnails/2.jpg)
Working with companies large and small
2
![Page 3: Branch Architecture and Brand Portfolio Management and Structure](https://reader033.fdocuments.in/reader033/viewer/2022061202/547b1a395906b581798b457a/html5/thumbnails/3.jpg)
By the author of Merriam’s Guide to Naming
3
![Page 4: Branch Architecture and Brand Portfolio Management and Structure](https://reader033.fdocuments.in/reader033/viewer/2022061202/547b1a395906b581798b457a/html5/thumbnails/4.jpg)
Brand architecture: Managing and organizing the type, number, relationships and purpose of brands
4
Key considerations:1. How does my company brand relate to my product brands? How do they
relate to one another? What is the best role for the company brand?2. Are sub-brands and brand extensions the way to go? What are the options?3. Do I have true brands that are delivering value to my company or do I have
a collection of names? How can I tell which is which?4. How many brands does my company need? What brands are strategically
valuable and worthy of continued investment?5. What drives consumer preferences? How do my customers buy?6. What are the pros and cons of my current brand portfolio structure? How
will future decisions impact it?7. Would a change in my architecture give me an opportunity to dominate a
market segment?
![Page 5: Branch Architecture and Brand Portfolio Management and Structure](https://reader033.fdocuments.in/reader033/viewer/2022061202/547b1a395906b581798b457a/html5/thumbnails/5.jpg)
Brand architecture options:Unitary structure
5
![Page 6: Branch Architecture and Brand Portfolio Management and Structure](https://reader033.fdocuments.in/reader033/viewer/2022061202/547b1a395906b581798b457a/html5/thumbnails/6.jpg)
Brand architecture options:Multiple unrelated brands
6
![Page 7: Branch Architecture and Brand Portfolio Management and Structure](https://reader033.fdocuments.in/reader033/viewer/2022061202/547b1a395906b581798b457a/html5/thumbnails/7.jpg)
Brand architecture options:Hybrid structure
7
![Page 8: Branch Architecture and Brand Portfolio Management and Structure](https://reader033.fdocuments.in/reader033/viewer/2022061202/547b1a395906b581798b457a/html5/thumbnails/8.jpg)
Which is the best brand architecture structure?It depends on strategic considerations:
8
![Page 9: Branch Architecture and Brand Portfolio Management and Structure](https://reader033.fdocuments.in/reader033/viewer/2022061202/547b1a395906b581798b457a/html5/thumbnails/9.jpg)
Which is the best brand architecture structure?It depends on strategic considerations:
9
![Page 10: Branch Architecture and Brand Portfolio Management and Structure](https://reader033.fdocuments.in/reader033/viewer/2022061202/547b1a395906b581798b457a/html5/thumbnails/10.jpg)
Many companies have a formal process for deciding what to name: Example 3M
10
![Page 11: Branch Architecture and Brand Portfolio Management and Structure](https://reader033.fdocuments.in/reader033/viewer/2022061202/547b1a395906b581798b457a/html5/thumbnails/11.jpg)
Further reading
11
“The Name Game,” Salon, http://www.salon.com/1999/11/30/naming/
“The Science of Naming Brands,” The Atlantic, http://www.theatlantic.com/business/archive/2011/05/the-science-of-naming-brands-from-ipad-to-ice-cream/238820/
“Brand Naming,” Fast Company, http://www.fastcompany.com/resources/marketing/post/060605.html
“The Problem with Bad Product Names,” Engadget.com http://www.engadget.com/2011/11/11/editorial-the-problem-with-bad-product-names-and-what-we-can-le/
“8 Principles of Product Naming,” Fast Company, http://www.fastcompany.com/1819418/the-8-principles-of-product-naming
![Page 12: Branch Architecture and Brand Portfolio Management and Structure](https://reader033.fdocuments.in/reader033/viewer/2022061202/547b1a395906b581798b457a/html5/thumbnails/12.jpg)
Thank you!
![Page 13: Branch Architecture and Brand Portfolio Management and Structure](https://reader033.fdocuments.in/reader033/viewer/2022061202/547b1a395906b581798b457a/html5/thumbnails/13.jpg)
Further reading
13
“The Name Game,” Salon, http://www.salon.com/1999/11/30/naming/
“The Science of Naming Brands,” The Atlantic, http://www.theatlantic.com/business/archive/2011/05/the-science-of-naming-brands-from-ipad-to-ice-cream/238820/
“Brand Naming,” Fast Company, http://www.fastcompany.com/resources/marketing/post/060605.html
“The Problem with Bad Product Names,” Engadget.com http://www.engadget.com/2011/11/11/editorial-the-problem-with-bad-product-names-and-what-we-can-le/
“8 Principles of Product Naming,” Fast Company, http://www.fastcompany.com/1819418/the-8-principles-of-product-naming
![Page 14: Branch Architecture and Brand Portfolio Management and Structure](https://reader033.fdocuments.in/reader033/viewer/2022061202/547b1a395906b581798b457a/html5/thumbnails/14.jpg)
About Merriam Associates
Lisa Merriam has made a career of helping companies build and manage brands. Her expertise is focused on strategic brand development and managing strategy-based brand design including naming, logos, visuals systems, brand launch and implementation. She has been an independent consultant since 2003, serving large, well-known companies, as well as small, fast growth companies.Branding Expertise• Naming• Tagline development• Brand strategy including brand story, attributes, positioning, and brand
architecture• Identity design including logos and design systems• Copy writing (digital, traditional, and search engine optimized) and collateral
design• Web video production including man-on-the-street testimonials
![Page 15: Branch Architecture and Brand Portfolio Management and Structure](https://reader033.fdocuments.in/reader033/viewer/2022061202/547b1a395906b581798b457a/html5/thumbnails/15.jpg)
15
Selected clients
CanonWestfield MallsKay JewelersJamba JuiceChevronKirch & Co.Disney Live!LancomeADPChevronRalph LaurenPwCCablevisionThe HartfordUganda/Focus on Africa
Reed ElsevierLexis NexisJohnson & JohnsonUnison TelecomBMWLand RoverUS Navy SEAL MuseumGeomentumThomas PublishingYMCAWestern UnionEuropean Space AgencyLip Fusion CosmeticsKore SportswearKay Jewelers
![Page 16: Branch Architecture and Brand Portfolio Management and Structure](https://reader033.fdocuments.in/reader033/viewer/2022061202/547b1a395906b581798b457a/html5/thumbnails/16.jpg)
Lisa [email protected]