Brand Architecture and Goals

Güncelleme tarihi: 26 Tem

Brand architecture in the field of brand management is the structure of brands within an organizational entity. It is the way in which the brands in a company's portfolio relate to and differentiate from each other.

Brand architecture should define the different leagues of branding within the organization; how corporate brands and sub-brands relate to and support each other; and how sub-brands reflect or reinforce the core purpose of their corporate brand.

Often decisions about brand architecture are related to how to manage a parent brand and a family of sub-brands - managing the brand architecture to maximize shareholder value can often involve using brand valuation model techniques.mek, genellikle marka değerleme modeli tekniklerini kullanmayı içerebilir.

Goals of Brand Architecture

Brand architecture has six goals:

1. Creating strong and effective brands: The most important feature of a strong brand is to create difference and attraction that resonates with customers. If the brand architecture does not have strong brands as it aims, it will be the brand's own failure.

2. Allocation of brand building resources: Identifying the brands within the portfolio is one of the most important steps in the decision to allocate resources at the optimal level.

3. Creating synergy: A well-designed brand architecture should result in many sources of synergy. In particular, brands used in different situations should enrich their visuality, create brand connections and manage cost efficiency.

4. Ensuring clarity and comprehensibility in the presentation of the product: The brand system should ensure that the product presentation is clear and understandable, not only for consumers but also for employees and business partners.

5. Increasing the value of the brand (Leverage effect):

Having the leverage effect applies to brands that can increase their strength in their core markets and expand into new markets. Brands that do not have the leverage effect are the ones that cannot create added value. One of the jobs of the brand architecture is to undertake the task of evaluating and disciplining the brand expansion opportunities within a structure.

6. Building a platform for future growth options: Brand architecture should be forward-looking and supportive of strategic breakthroughs into new markets. This means creating a specialist brand with very significant expansion potential.

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