Brand Portfolio Strategy And Brand Architecture Pdf


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brand portfolio strategy and brand architecture pdf

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This research aims to clarify the nature of the links between brand architecture and brands portfolio.

While companies choose to brand their products and services in many different ways, there are some central tenets that help define an optimal brand portfolio and associated brand architecture. Brand portfolio strategy involves the design, deployment, and management of multiple brands as a coordinated portfolio of meaning-based assets that address the needs of diverse customers in a marketplace and maximize return while minimizing risk. It specifies the optimal portfolio of brands a company should maintain for comprehensive market coverage with minimal overlap, determines the role and scope of each brand in the portfolio, and designs a strategic, logical, and efficient brand architecture that knits the brands together into an interdependent system. Done well, it informs the allocation of investment across brands, identifies underperforming brands as candidates for pruning or revitalization, and pinpoints gaps in the portfolio that indicate growth opportunities for new brands. This background note covers the theory behind brand portfolio strategy and brand architecture design and offers a five-step process for designing brand portfolios with strategic impact.

Brand portfolio strategy and brand architecture: A comparative study

Below are the available bulk discount rates for each individual item when you purchase a certain amount. Register as a Premium Educator at hbsp. Publication Date: August 24, Source: Harvard Business School. While companies choose to brand their products and services in many different ways, there are some central tenets that help define an optimal brand portfolio and associated brand architecture.

Brand Portfolio Strategy and Brand Architecture

By: Jill Avery. Abstract While companies choose to brand their products and services in many different ways, there are some central tenets that help define an optimal brand portfolio and associated brand architecture. Brand portfolio strategy involves the design, deployment, and management of multiple brands as a coordinated portfolio of meaning-based assets that address the needs of diverse customers in a marketplace and maximize return while minimizing risk. It specifies the optimal portfolio of brands a company should maintain for comprehensive market coverage with minimal overlap, determines the role and scope of each brand in the portfolio, and designs a strategic, logical, and efficient brand architecture that knits the brands together into an interdependent system. Done well, it informs the allocation of investment across brands, identifies underperforming brands as candidates for pruning or revitalization, and pinpoints gaps in the portfolio that indicate growth opportunities for new brands. Avery, Jill. Revised July


In this paper, brand portfolio strategy can be understood as how firms manage their brands and sub-brands within a targeted market, considering the consumer's.


Brand architecture: building brand portfolio value

This paper argues that brand portfolio management is an inevitable discipline in marketing and has to be applied in the business practice. It presents the current literature about this topic, beginning with the general branding theories, covering basics and first approaches to brand portfolio management, and also takes the international focus on brand portfolio management. It shows a case-study of the fast moving consumer goods producer Unilever.

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Brand architecture and brands portfolio: a clarification

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Brand Portfolio Strategy and Brand Architecture

You might be surprised to know that this is a common problem. As a consultant, I received numerous calls from clients asking for help in understanding and defining what should be in or out of their portfolios. Defining the strategic brand architecture a. Strategic brand architecture is different from design architecture read more about the different types of brand architecture.

Senior Lecturer Jill Avery prepared this note as the basis for class discussion. To order copies or request permission to reproduce materials, call , write Harvard Business School Publishing, Boston, MA , or go to www. This publication may not be digitized, photocopied, or otherwise reproduced, posted, or transmitted, without the permission of Harvard Business School. While companies choose to brand their products and services in many different ways, there are some central tenets that help define an optimal brand portfolio and associated brand architecture. Brand portfolio strategy involves the design, deployment, and management of multiple brands as a coordinated portfolio of meaning-based assets that address the needs of diverse customers in a marketplace and maximize return while minimizing risk.

It must align with and support business goals and strategies. Different business strategies require different brand architectures. Neither type is better than the other. Some companies use a mix of both. Check for these criteria: the perceived or potential credibility of the brands in that space — the perceptual license; whether or not the company currently has or can develop competencies in that space — the organizational capabilities; and whether the size and current or potential growth of the market is significant enough to merit exploitation and investment — the market opportunity. Create a brand council. When managed strategically and used as a structure to anticipate future business and brand needs, concerns, and issues, brand architecture can be the critical link to business strategy and the means to optimize growth and brand value.

Brand Portfolio Management. Basic principles and recent trends

Немец не ожидал такого оборота. - Wasmachst… - Помолчите! - Беккер перешел на английский.  - У вас в номере проститутка? - Он оглядел комнату.

Она пожала плечами: - Быть может, Стратмору не хотелось задерживаться здесь вчера вечером для подготовки отчета. Он же знал, что Фонтейн в отъезде, и решил уйти пораньше и отправиться на рыбалку. - Да будет тебе, Мидж.

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Проследите, чтобы он вылетел домой немедленно. Смит кивнул: - Наш самолет в Малаге.  - Он похлопал Беккера по спине.  - Получите удовольствие, профессор.

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