Brand Ppt

What is Brand Architecture? :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


Elements of Brand Architecture :Elements of Brand Architecture Brand Portfolio Portfolio Roles Brand market context roles Brand portfolio structure Portfolio Graphics


Brand Portfolio :Brand Portfolio Denims Formal wear Women’s wear Wrangler Lee Newport Ruf n Tuf Flying Machine Casual wear Wrangler Lee Newport Ruf n Tuf Flying Machine THF THF Arrow Excaliber Bay Island Bay Island Wrangler Lee Flying Machine THF ARVIND BRANDS LTD.


Brand Portfolio :Brand Portfolio Relationships within a brand portfolio Single brand across organization Endorsed brands House of brands


Brand Portfolio :Brand Portfolio


Case : The Japanese Giants :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 :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 :Elements of Brand Architecture Brand Portfolio Portfolio Roles Brand market context roles Brand portfolio structure Portfolio Graphics


Portfolio Roles :Portfolio Roles Strategic brands Slate & Levis TCS & TATA Linchpin brands Park Avenue & Raymonds’s


Portfolio Roles :Portfolio Roles Silver Bullet Think Pad & IBM Forhans’s Flouride & Forhans’ Cash cow brand Marico - Parachute


Elements of Brand Architecture :Elements of Brand Architecture Brand Portfolio Portfolio Roles Brand market context roles Brand portfolio structure Portfolio Graphics


Brand market context roles :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 :Brand market context roles


Elements of Brand Architecture :Elements of Brand Architecture Brand Portfolio Portfolio Roles Brand market context roles Brand portfolio structure Portfolio Graphics


Brand Portfolio Structure :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 :Elements of Brand Architecture Brand Portfolio Portfolio Roles Brand market context roles Brand portfolio structure Portfolio Graphics


Portfolio Graphics :Portfolio Graphics Logo Visual presentations


Characteristics of the ideal brand portfolio :Characteristics of the ideal brand portfolio Analogy between the ideal brand portfolio and football


Characteristics of the ideal brand portfolio :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 :Case : Allied Domecq


Major mistakes in portfolio management :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 :Major mistakes in portfolio management Returning to the analogy


Why managing a brand portfolio is Important :Why managing a brand portfolio is Important Resource Efficiency Leverage Clarity


Why managing a brand portfolio is Important :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? :What to do? Prioritizing segments Use consistent segment definitions across countries


Case : Unilever :Case : Unilever High Low Brand Power Economic Power Low High


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


Examples of portfolio analysis :Examples of portfolio analysis Quantified Portfolio Analysis


Conclusion :Conclusion Newly merged firms General motors – Saab, Alfa Romeo, Hummer Ford motors – Volvo, Land rover, Jaguar Creating “master” brands


Struggling Brand Managers :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